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100% of the laundered shop towels - you know, the kind your auto mechanic carries in his back pocket - contain toxic heavy metals. So when he wipes his hands or touches his face or eats his lunch he risks ingesting lead, arsenic, antimony and other substances known to cause cancer and other health issues.

This campaign was born of that concern. It strategically spanned across public relations, print and online advertising, direct mail, email, social media, video and tradeshow activations.

The Results:

  • Over 33 million impressions

  • 350 media hits

  • Coverage pick up included AP, Reuters, The Huffington Post, Dallas Business Journal, and the Sacramento Bee

  • 23,890 video views

  • Generated $4MM in annualized sale in 4 months

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