Reckitt Benckiser's Lysol brand is on a "mission" to reach moms and schools about good health. Through a new marketing and advertising campaign the company has dubbed the "Lysol Mission for Health," the brand will focus on three areas -- new mothers, schools and disaster relief -- to encourage cleanliness leading to healthy families and communities.
The brand will reach new moms through information distributed through ob/gyn offices, pediatric offices and online moms' communities. In the schools, Lysol has endorsed a program to teach healthy habits and increase school attendance through a special challenge that rewards schools for low absenteeism.
In the disaster relief area, Lysol has partnered with Save the Children to support families and children whose health and safety are affected by disasters. Marketing behind the effort includes online, television and print advertising, as well as a redesigned Web site and the brand's first-ever social marketing effort (which includes a Facebook fan page and YouTube channel).