During my internship with HLK, I worked with other interns to create a campaign for Germ-X. We were tasked to create a campaign to run during cold and flu season with our messaging targeting primarily toward working moms. Our research indicated that mom’s lives are often turned ‘upside down’ any time someone in the family gets sick, so we choose to focus on the busy nature of being a mom and contrast it against the listless effects of developing a cold. Wanting to avoid the portrayal of hand sanitizer in an over-clinical tone, the campaign aimed for a more fun and empowering approach. Print and packaging elements were supplemented with a social media contest asking moms to show how they “turn around sick days” with Germ-X.