Clorox Collects ‘Green Footprints’ on Facebook

Clorox is feeling charitable. The packaged goods company’s Green Works brand has kicked off a social media campaign to help raise money for U.S. schools in exchange for “green footprints.”

The effort, which includes a Facebook application that launched on Friday, supports Walk to School Day this Wednesday. Clorox teamed up with International Walk to School Day—the organization which coordinates the yearly event—to encourage consumers to count the number of steps they’ve completed each day.

Families participating in the challenge must visit Green Works’ Facebook page, download the app, and then use it to count the number of minutes they spend walking with their children to school each day. (The goal is to minimize outdoor air pollution while instilling healthy habits in children.) Clorox will award consumers additional points for sharing healthy lifestyle tips and updating friends and families on their daily progress.

The grand prize is a $5,000 grant, awarded to the school that earns the most “green” points. Funds go towards the creation of eco-friendly initiatives at the school, such as a new playground, Clorox said.

The campaign is one of the largest social media efforts for Green Works to date. The brand hopes to build its green positioning by showing how certain habits contribute to a healthy, natural lifestyle, said Christa Patrylak, associate group manager of digital for Clorox Green Works.

In addition to the Facebook component, Green Works ran advertorials in September magazines, and is reaching out to green enthusiasts via its partnership with both International Walk to School Day and the Sierra Club, a grassroots environmental organization that has been endorsing the Green Works brand. Events includes a “Walk to School” day at a New York City public school, and an appearance by actress Jennie Garth on Good Morning America to talk about the program, said Clorox rep David Kargas.

Agencies Ketchum and OMD handled public relations and media planning duties, respectively. Mr Youth, a New York-based social marketing agency, created the Facebook and social media elements.

Clorox’s Facebook page—which has 93,326 followers—has been getting much support from consumers. “Inspiring advocacy has always been at the heart of the Green Works brand,” Patrylak, of Clorox, said.