OAKLAND, CA: Clorox has launched a campaign aimed at promoting a new program with Children's Health Fund (CHF) that strives to provide healthcare access for disadvantaged kids.
“We had been looking for a partner that really aligned to our mission of keeping families healthier," said Laura Yost, group manager of PR for Clorox. "And through a lot of searches, brainstorming ,and internal discussions, we came across this great organization in our own backyard. This represents a major philanthropic effort for Clorox.”
Called “Connect Kids to Care”, the program aims to reach half a million healthcare visits for kids in need over the next two years. As part of its commitment, Clorox has donated $500,000 to CHF.
It will also donate an additional $1 for every person that becomes a new fan of the Clorox Facebook page, up to $100,000.
“We launched the social media platform for our Clorox brands early last fall, and so it is relatively new, but we've seen great success engaging with our fans,” Yost told PRWeek. “We felt this was the right platform to have this discussion.”
Just five days after the launch, The Clorox Facebook page attracted more than 2,500 additional fans, Yost added. The page encourages fans to change their Facebook status as well.
Ketchum, AOR for Clorox, is handling Facebook communications for the program. Carlisle Campbell, VP and account supervisor for Ketchum, said, “We've created a tab where we have videos of families who will we track over the two years of the partnership.We'll also provide preventative health tips, and will promote different program milestones.”
Ketchum also executed an extensive media relations campaign, driven by interviews with program spokeswoman, actress Julianne Moore.
Moore officially launched Connect Kids to Care on NBC's Today April 19. She then attended a launch event at the South Bronx Health Care Center. Over a two-day period, she conducted interviews with Rachael Ray, CBS.com, and TV Guide, as well as website SheKnows.com and Classy Mommy, a top mommy blog.
Karen Redlener, executive director and co-founder of CHF, and David Kellis, senior group PR manager for Clorox, also held interviews with long-lead publications American Baby, Parents, and Family Circle.
In advance of the launch, Redlener and Dr. Delaney Gracy (a pediatrician with CHF's New York program) also held a briefing with 20 different bloggers. So far, the briefing has resulted in 20 blog posts, said Campbell.