NEW YORK—Lysol, a Reckitt Benckiser brand, has chosen Emanate as its public relations agency of record for the United States. Emanate will develop and execute programming to communicate Lysol’s “Mission for Health” to its core target of moms. The campaign will include media relations, influencer engagement, professional relations and new product launches, as part of an integrated marketing campaign.

“Emanate possessed a deep understanding of our DNA, and creatively and convincingly demonstrated how they could bring our mission to life across the year in a unified way,” says Gregory Chabidon, marketing director, Lysol. “We chose the team for its out-of-the-box creative approach to the category, their proven success in media relations and integrated campaigns and its intimate understanding of our target consumer.”

As part of its Mission for Health, Lysol engages communities across the country to promote hygiene practices and instill healthy habits, and together with its healthcare professional and education partners such as the National Education Association and the National Parent Teacher Association.