Rethink What Clean Means.

Agency: Weber Shandwick


ISSA, the Worldwide Cleaning Industry Association, recently announced its partnership with popular comedian, actor, host, and known germaphobe Howie Mandel by launching the Rethink What Clean Means campaign. Together they’re working to educate America about the pivotal importance of cleaning and supporting businesses in elevating their standard of clean.

“If there’s one thing everyone knows about me, it’s that I’m a clean freak,” said Howie Mandel. “However, what clean means to one person, might mean something totally different to another. Knowing we have experts, like ISSA, setting the standard for cleanliness gives me peace of mind when I’m at a hotel, out at restaurants or performing in large venues.”

To help raise awareness about the importance of cleanliness, Mandel stars in a unique online video series, “Howie Clean It,” taking viewers on a journey to discover the hidden grime in seemingly clean spaces. With the help of an ISSA pro, Mandel will inspire viewers to learn more about what clean means, share what they learned on social, and look for the Rethink Clean insignia to find businesses that are committed to cleanliness.

This professional campaign titled 'Rethink What Clean Means.' was published in United States in October, 2022. It was created for the brand: ISSA, by ad agency: Weber Shandwick. This Integrated medium campaign is related to the Professional Services industry and contains 3 media assets. It was submitted 11 months ago.


Creative: Weber Shandwick
Production: Weber Shandwick, ONE at Optimus
Paid Media: Resolute
Insights: Weber Shandwick
PR: Weber Shandwick
Influencer: Weber Shandwick, Mavrck
Talent Contracting: ITB


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