Bounty® is a brand that is serious about cleanliness and committed to giving back. The challenge was creating awareness about these important brand philosophies in a manner that would engage and support communities across the country. The solution was the Back-to-School Make a Clean Difference campaign, which was devised to help America’s youth unlock curiosity and creativity by providing a clean and fun learning environment.Supported by research that confirmed there’s a link between the cleanliness of school facilities and students’ academic achievements, the Make a Clean Difference campaign was launched in Spring 2010. Its goal was to engage parents, teachers and communities in an effort to transform the learning environments of our nation’s schools.

At the heart of the campaign was a nationwide Back-to-School Facebook contest that provided the winning school with a $25,000 art classroom makeover designed by a celebrity design team. The grand-prize winner and runner-ups also received a visit from the Make-a-Messterpiece bus, an experiential art studio on wheels, which demonstrated to students that inspiration and creativity can be found inside and outside the classroom.

In total, the campaign has benefited more than 20,000 students at 40 schools and generated over 1 billion media impressions.

Two strategic campaign partners were chosen:• HandsOn Network, the recipient of a $400,000 donation from Bounty, deployed its national volunteer network to help with the cleaning effort.

• Russell Simmons' Rush Philanthropic Arts Foundation offered artists who created Bounty-specific art lessons that are on display at BlogHer 2010 and available for download on Bounty’s Facebook page.A nationwide Facebook contest called for entrants in need of a $25,000 art-class room makeover.• A grand-prize winner and 10 runner-ups, who received $5,000 toward the cleaning and transformation of their art classrooms, were selected by consumer voting on submitted videos.

• The winner and finalists also were rewarded with a visit from the Make-a-Messterpiece bus that offered kids hands-on techniques for creating their own masterpieces.Well-known designers Cortney and Robert Novogratz of Bravo’s "9 by Design" were tapped to take part in the $25,000 "clean" makeover of the winning art classroom.

Garnered more than 1 billion media impressions nationwide through press releases, photo news releases, b-roll and proactive pitching to national and local media.Bounty’s Back-to-School contest received more than 800 school entries and more than 16,000 consumers voted. The program impacted more than 5,000 students at eleven schools across the United States.

Secured top placements including People, iVillage, New York Times, New York Magazine, Huffington Post, Cincinnati Enquirer and more. Key messages related to the importance of clean learning environments and inspiring creativity in our youth were prevalent in the coverage.