• Brandweek, Monday, April 19, 2010 12:30 PM

Procter & Gamble's Bounty is launching a new campaign on Earth Day to clean up the nation's schools. "Make a Clean Difference" will bring together 1,000 volunteers in 30 schools in 10 U.S. cities, Elaine Wong reports.

Though "clean" is an implied benefit of all paper towels, this is the first time Bounty has played up the attribute in its advertising, Bounty brand manager Dave Lee tells Wong. In previous efforts Bounty has famously emphasized its durability and absorbency when tackling messes.

The initiative taps into consumers' desires for corporate social responsibility, cause-related community efforts and an insight that cleaner schools make for brighter -- and happier -- learning, according to P&G. It goal, says Lee, is to "provide clean learning environments to unlock curiosity and creativity in tomorrow's leaders -- our country's youth."

Read the whole story at Brandweek »