From movies and TV shows to everyday laundry, the world had branded Performance Bleach as dangerous, leaving consumers to ignore the countless benefits and protection it provides.
Insight
If some of the most trusted professionals, nurses, doctors and relief workers, trust bleach, why doesn’t everyone else?
Strategy
Bleach isn’t just a germ-killer, it’s a life-giver.
Solution
We needed to show consumers how bleach could save lives, so we invited them along—virtually—on a life-saving journey to America’s South, a remote school being converted into an emergency medical facility during a flood. Viewers could experience the school firsthand, ride in the back of a speeding ambulance, witness the massive affect flood was having on the community all while watching caregivers using the power of bleach to protect lives.