We staged a larger than life product demo to prove that Green Works was environmentally friendly and that it worked. We hired reverse graffiti pioneer Paul “Moose” Curtis to create a 140-foot long eco-friendly mural at the entrance to San Francisco’s Broadway Tunnel. We also commissioned award-winning documentarian Doug Pray to shoot a short film about the event and invited news crews to cover it. We created a website, debuted the documentary on You Tube and seeded it in popular social and environmental blogs.

The event was covered by over 230 bloggers worldwide and received press as far away as Tokyo. In less than one week the film became YouTube’s #1 Featured Video and received over 500,000 views, with $55,000 we reached millions of people and received media value of $2.1 million resulting in 7.5 million media impressions. We turned negative conversations into influential ones driving negative tone down to a mere 5% in blog postings. Within 6 months, Green Works became #1 in the natural cleaning category. Over one year later, the mural is still visible with over 20,000 people viewing it daily.