How it started
Healthcare providers across the nation were facing a significant challenge: Due to ongoing COVID-19 safety concerns, patients were delaying preventive and elective care, leading to more advanced and harder-to-treat cases when they finally sought treatment.
To address this, Clorox Healthcare surveyed 1,700 patients and hospital visitors. They found that 79 percent of respondents felt more comfortable visiting a hospital if they saw signs featuring cleaning, disinfecting, and hand sanitizing products from trusted brands.
How could Clorox Healthcare leverage this data to build trust and improve patient outcomes?
What we did
Program 11 dove into the existing research and conducted our own audience study to help inform our recommendation: An in-hospital campaign that would remind patients how the hospitals are routinely cleaning and disinfecting surfaces for patient safety.
The a-ha moment: Clorox is only one of many cleaning brands that are used in hospitals. In order for this campaign to be successful, we created a strategy that would involve partnership with a suite of hospital cleaning brands that included Purell and Mr. Clean.
Because this was a first for these competing brands to come together in service of a bigger cause, Program 11 served as the neutral agency – working hand in hand with the marketing teams of all of the brands to create a campaign everyone could get behind. And it worked.
How it’s going
Our work with Clorox led to the partnership of four of the most trusted companies in professional cleaning – Sodexo, P&G Professional, Clorox and GOJO – all of whom collaborated on our campaign successfully.
Our campaign was embraced and implemented by hospital systems that were seeking to reassure patient audiences of their advanced cleaning protocols.
These hospitals effectively increased confidence about the cleaning and safety of their shared and public spaces. Many assets we produced are so evergreen that they are still in use five years later.
Campaign Messaging
Working hand in hand with the Clorox Health team and using their research and our own audience study as our guide, we first developed campaign name and key messaging concepts that would simply and effectively convey the hospital’s cleaning protocols, and encourage the patient’s help in practicing social distancing and hand washing to ensure shared spaces were safer for all. Safer Together achieved these goals.
Campaign Identity
From there we developed a visual identity — logo, iconograpy, and photography — that could stand out inside a hospital, and also provide a “wrapper” for Clorox and its partner brands. The plus sign symbol that we used as our campaign icon is in four parts, representing people coming together with a common goal of safety and good health.
Original Photography
It was critical that all photography associated with the campaign show accurate safety protocols to ensure our visuals matched our message. At the time, there was virtually no existing photography showing people congregating in masks, so we produced our own photo shoot. Assets created for the campaign included a full suite of digital ads, plus in-hospital posters, door hangs and table tents, and direct mail pieces.
