PRSA 2012 Silver Anvil Winner - Bounty Paper Towels Showing Love to Schools

September 05, 2012 by Nicole Castro
This year PRSA partnered with Inside PR, a weekly podcast about public relations and social media, hosted by Gini Dietrich in Chicago, Joseph Thornley in Ottawa and Martin Waxman in Toronto and produced by Thornley Fallis to get behind the scenes interviews with several Silver Anvil finalists.
Procter and Gamble and MSLGroup received a Silver Anvil Award for their campaign, "Bounty Paper Towels Showing Love to Schools". Inside PR's Dietrich interviewed Patricia Hallock from MSLGroup - New York.
When Bounty learned teachers were spending their own money and time on classroom cleaning, the brand saw an opportunity to put its product to use for the good of communities and students nationwide.  With a multi-faceted campaign containing a persistent message, strong sampling and "always on" social media, Bounty's program fulfilled a need in the community with its "We Love Our School" initiative. 
Procter and Gamble and MSLGroup found that 94 percent of teachers say children learn better in a clean environment. Through the Bounty "We Love Our School" initiative, Procter and Gample and MSLGroup mobilized 25,000 volunteers to go in during Valentine's Day week to clean the classrooms of teachers across the country.
Hear more from Hallock of MSLGroup - New York before the big win in this pre-ceremony interview.
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