J&J tackles tricky formaldehyde issue with social campaign

Earlier this year, Johnson & Johnson came out to say that it removed formaldehyde from its baby shampoos as concerns from parents came in.

It has now launched a social media campaign to reiterate that stand. It is launching 40 videos over the entire campaign.

The campaign “Our Safety Promise” addresses the concerns that parents had about controversial chemicals found in Johnson baby products.

The first video starts off saying: "Although always safe, for your peace of mind, we removed them".

According to Johnson & Johnson, the campaign was created to express its ongoing commitment to moms and babies everywhere. Inspired by a Japanese legend that making 1,000 origami cranes signifies a hope granted and a promise fulfilled, the company brought together scientists and their families together to create 1,000 origami storks.

On its blog, the company also says it has now removed formaldehyde-releasing preservatives and reduced traces of 1,4-dioxane.

“Our Safety & Care Commitment is another step in our work with moms, healthcare professionals, scientists and experts in public health to ensure that our products continue to achieve the highest of the Johnson's® Baby Brand standards. As science advances and your preferences change, we’ll continue to listen to you,” it said.

It was created by BBDO, USA and media planning and buying was handled by J3.

Watch the video here: