Kleenex: Gestures of Care

Upon learning that 87% of kids experience back-to-school anxiety, especially those transitioning to middle school, Ketchum decided to position Kleenex as a gesture of care and empathy. Together with the Yale Center for Emotional Intelligence, we staged a workshop with students to see if writing and sharing feelings on Kleenex tissue packs would break the ice and help kids feel less alone. It certainly did. Millions of views and shares of the resulting video spurred Kleenex® Brand sales during the back-to-school sales season.

  • 2017 PRSA Chicago Skyline Award of Excellence
  • 2017 North American Excellence Awards Winner