We have visible evidence that PR works. 
Campaign OverviewAuckland-based commercial cleaning company Clean Planet redefined the meaning of green-washing when it launched as New Zealand’s first truly environmentally-friendly cleaning company in 2008.
It grew exponentially in its first 18 months of operation, from an initial three franchisees to more than 25 throughout Auckland by the end of 2009.
In this formative stage, in addition to winning contracts with clients such as Fletcher Steel, Bear Park Childcare Centres and healthcare provider Labtests, the innovative start-up also began manufacturing its own range of eco-friendly cleaning products. The products are specially formulated to meet Clean Planet’s high standards of environmental integrity, and are independently certified by Environmental Choice.
“There’s huge demand for truly environmentally friendly services, not just tokenism, and companies are paying attention to what’s going down their sink for both the health of their staff and the health of our environment,” said Clean Planet co-director Mark Houghton Brown.
AC’s main brief was to build the brand’s profile within the business community, particularly among SMEs, and to articulate the cold hard truth about what chemicals people are exposed to in the office and the impact that has on their health and that of the environment.
Results
A story titled ‘Green cleaner trades on environmental health’ featured in the NBR’s Executive Health section in December. The reporter interviewed Mark Houghton Brown and highlighted some of the health implications for office workers, such as asthma and other respiratory ailments, commenting on the alternative service provided by Clean Planet for businesses looking for a more sustainable option.
The SME-focused publication Business to Business ran a story titled ‘Green cleaning business walks the talk’, featuring Clean Planet as the lead story in their online email newsletter and on their website in November.
Clean Planet co-director Chris Morrison was interviewed for the Unlimited Lives series. In addition, the story was picked up in trade publications NZ Retail and NZ Franchise magazine and online on scoop.co.nz, voxy.co.nz and infonews.co.nz
