Our Work

Kleenex – Gestures of Care

Home > Kleenex – Gestures of Care
Kleenex – Gestures of Care

Upon learning that 87% of kids experience back-to-school anxiety and stress, especially when transitioning to middle school (the “tween” school years between elementary school and high school), Ketchum saw an opportunity to position Kleenex as a gesture of care and facilitator of empathy. Together with the Yale Center for Emotional Intelligence, we staged a recorded workshop with a class of transitioning students to see if the simple act of writing and sharing feelings on Kleenex tissue packs could break the ice and help kids feel more confident and less alone. Indeed, it did. And indeed, millions of views and shares of the resulting video spurred Kleenex® Brand sales during the important back-to-school sales season.

Our Work