Cutwater launches ‘back to school safely’ campaign for Atlanta Public Schools and Zep

by | Feb 24, 2021

Thousands of students have returned to in-person learning at Atlanta Public Schools (APS) as of February 16th after a long hiatus of virtual learning. To help make this return a little easier, Atlanta-based Zep, Inc. contributed to APS’s comprehensive Return + Learn reopening plan. The program was created in partnership with independent creative and media agency, Cutwater.

As part of Zep’s long-standing relationship with APS, the company supplied hand sanitizer to all APS classrooms and rolled out in-classroom awareness and education tips to select schools on February 16th. Zep also distributed hand sanitizer to parents or guardians through Community Eligibility Provision (CEP), a program that offers free healthy meals and other products to students at various curbside pick-up locations and designated school bus routes.

Cutwater worked with the brand to develop the educational program and on-site activation. It handled creative, design, and the implementation of classroom safety activities and materials, including instructional hand hygiene posters for distribution across all schools in the district and student ‘back-to-school safely’ kits encompassing reusable face masks, tote bags and postcards. OzTech Media partnered with Cutwater to oversee and manage the on-site execution and content capture.

Cutwater also initiated community awareness through roaming mobile billboards and social content. The digital mobile billboards ran throughout Atlanta, featuring creative, rotating headlines like “Glad to see your faces again. Just don’t touch them.” The billboards not only spoke to the unique education sanitization program, but also helped spread joy and smiles around the city, especially to those returning to in-person learning after the better part of a year.

“This is an impactful community project and Cutwater is thrilled to be a part of it,” said Chuck McBride, Chief Creative Officer & Founder, Cutwater. “It is imperative that parents and children have the necessary support as they return to in-person learning and we are hopeful that this program can help bring some joy and peace of mind during this uniquely challenging time.”

“As students head back to school, it is important that we have measures in place to ensure their safety,” said Rachel Sprecher, Executive Director of Partnerships and Development, Atlanta Public Schools. “This program is designed to decrease health risks to students and their families and we are grateful that Zep identified this need and is generously providing the community with assistance.”

“As a parent with children in the APS, I know intimately how challenging it can be sending kids back to school during this time,” said Gary Gastel, Chief Marketing Officer, Zep. “We’re in a unique position to provide local community support and make the reopening process safer by supporting hand sanitizer availability for educators, students, and parents alike.”

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