The Reckitt Benckiser brand runs the contest to promote healthy hygiene during back-to-school season and decrease the number of absences throughout the academic year.
As part of the Lysol Mission for Health initiative launched in 2010, the challenge aims to demonstrate the company's “commitment to health, including programs that support schools, new moms, and disaster relief,” said Richard Sidoli, senior brand manager of equity building for Lysol.
Throughout November, schools around the nation can participate in the contest and those with outstanding attendance rates could win $25,000 in prizes. To up their chance of winning, Sidoli said teachers and parents can visit the Lysol website to download nine healthy habit lessons, a new feature this year.
Lysol's Facebook page, which has more than 540,000 likes, is a major part of the initiative, providing links to tips on how to stay healthy this fall. The page will also announce when the Blue Ribbon Challenge officially begins. On August 23, Lysol's head microbiologist Joe Rubino hosted a live webchat in which he answered questions about fighting germs and bacteria, and the video is also available on Facebook.
Porter Novelli, a partner of Lysol since 2004, helped the brand “leverage the Blue Ribbon School Attendance Challenge through strategic media communications, digital/online content development, and event support,” Sidoli added. The agency also works on Reckitt Benckiser's corporate and Finish brand.
The goal of the contest, Sidoli explained, is to “provide children with a firm foundation for a better future” by using interactive and easily accessible channels.