ISSUE:
Seventh Generation looked to Coyne PR to create buzz around the launch of its new online educational tool, Health eHome in partnership with WebMD and Healthy Child Healthy World.

IDEA:
In just one month, Coyne PR created a completely eco-friendly media luncheon (right down to the table cloths) in the greenest condominium complex in New York City, Riverhouse. The luncheon featured the most notable thought leaders on the topic, Dr. Alan Greene, pediatrician, Jeffery Hollender, CEO, Seventh Generation, and Christopher Gavigan, CEO, Healthy Child Healthy World. To appeal to women and the pop culture sector, actress and celebrity mom, Kelly Rutherford, also sat on the panel to provide personal anecdotes about the importance of using environment-friendly cleaning products in the home.

The panel walked the attendees through an “Under the Kitchen Sink Makeover” as well as a tutorial of the new Health eHome tool during the two hour luncheon. To engage the audience in an enlightening discussion, the panel provided eye-opening statistics from a Seventh Generation survey, conducted as part of the launch strategy, about the hidden chemical dangers lurking in the home - with media eagerly awaiting the statistics on the edge of their seats. As a parting gift, each attendee went home with a Seventh Generation reusable bag filled with products and a branded jump drive with the press materials.

IMPACT:
The luncheon resulted in a total of 30 journalists, broadcast reporters and bloggers in the New York City area, including Martha Stewart Living, Good Housekeeping, Family Circle, Wall Street Journal, People.com’s “Celebrity Baby Blog,” Star magazine, BetterTV and mommy blog, Mama Bird Diaries.