During the 2021 Close It Summit, Coyne Public Relations and Bayer Consumer Health were awarded 1st place in the SHIFT Awards for their campaign, Claritin® Outsideologist Project. Presented by the makers of Claritin®, the goal of the campaign is getting 1.2 million children to spend an extra hour outside each week. The multiyear campaign reinforces Claritin®’s commitment to getting families outside as the brand also champions access to better outdoor spaces in underserved communities through the Clarity Parks Project.

“Everyone deserves to enjoy the wonders of the outdoors and we recognize that allergies can hold people back,” said Denise Vitola, VP Brand Integration PR, Social and Influencer, Bayer Consumer Health.  “Claritin® has made it their mission to get more children and their families to spend time outside and it’s an honor to be recognized by the Shift Awards for our Outsideologist Project.  We are passionate about this challenge and want to continue to fuel the physical and emotional well-being that spending time outside provides.”

Spending time outside is essential to children’s physical and mental well-being.In fact, studies show that there are a multitude of physical, mental and emotional health benefits of being outdoors. However, according to research, children spend less than 8 minutes playing outside each day yet spend 7.5 hours on average a day inside. In-line with this, in a survey commissioned by Claritin®, 57% of parents admitted that while they encourage their kids to play outside frequently, 49% report their kids find the outdoors boring.

Realizing this, the project leverages the expertise of professionals including zoologists, meteorologists, herbologists, nature photographists and astronomers to help provide parents and their children with ideas for fun and exciting adventures.

“We’re proud to support our partner, Bayer Consumer Health, on such an important and impactful project,” said Lisa Wolleon, Executive Vice President, Coyne PR. “As society focuses more on physical, mental and emotional health, it is critical that brands are doing the same through policies, projects and campaigns that address important issues and align with their company’s values.”

The SHIFT Awards recognize initiatives, organizations and individuals from around the country that are leveraging outdoor recreation for conservation gains.

To learn more about the Claritin® Outsideologist Project, visit here.


As 2019 Creative Agency of the Year, Coyne PR delivers programs built on a foundation of stand-out creative, integrated thinking and activation capabilities to effectively convey messages across paid, earned, shared and owned channels for its clients. These programs have been recognized with more than 1000 industry awards since the agency’s inception in 1991 and led to the agency being one of the top independent PR firms in the U.S. In addition to its offices in New York and New Jersey, the agency’s footprint spans across 115 cities, in 49 countries on six continents through its partnership in The Worldcom Public Relations Group®.