ATLANTA: Edelman is working with Atlanta-based paper manufacturer
Georgia Pacific in a campaign called "Clean Hands Week." The budget of
$20,000 is being used to teach schoolchildren the health benefits
of washing their hands.
Edelman and Georgia Pacific convinced Georgia Gov. Roy Barnes to declare
August 20-24 "Clean Hands Week."
As part of the campaign, Georgia Pacific teamed up with Little Golden
Books to create a 300,000 print-run book, Mike's Dirty, Yucky, Icky,
Sticky Adventure, which provides hand-washing and potty-training
Edelman sent actors to five schools, where they played out scenes from
the book. The book was made available to 400 schools in the Atlanta
The campaign received attention for three days running in The Atlanta
Journal-Constitution, and was featured on the local CBS affiliate, as
well as Good Morning Atlanta and talk radio programs.
Edelman staff dressed as germs and appeared on CBS' The Early Show,
where they were allowed to narrate a weatherman segment and give the
1-800 number and website address so that people could order the free
book. Almost 800 calls were logged during the day of the telecast.
"Georgia Pacific is so pleased with the results of the campaign that it
is planning to roll it out on a national level in 2002," said Barbi
Pecenco, account executive for Edelman.