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All Out Launches New Campaign to Initiate National Discussion About Tough Parenting DecisionsNEW DELHI, February 22, 2018 /PRNewswire/ -- Today SC Johnson's brand All Out® launched a new brand campaign intended to initiate national dialogue about the importance of families supporting mothers when making tough parenting decisions. The campaign features a short film directed by acclaimed Bollywood filmmaker Shoojit Sircar. The provocative three-minute film features an extended family having dinner and being confronted with a situation which raises questions about parenting. The film is a part of a larger call-to-action by the brand called #standbytoughmoms that intends to raise awareness and encourage support of parents and the tough decisions they often need to make. "My hope is that this campaign will help initiate conversations within families and encourage support for raising happy, healthy children," said Ann Mukherjee, Global Chief Marketing Officer for SC Johnson. The campign will be complemented with a full 360-degree campaign starting with the #standbytoughmoms digital film, followed by on-ground activations and a robust print, digital campaign and television - including a national TV panel discussion. It will be the brand's biggest campaign for 2018. You may watch the film here: https://www.youtube.com/watch?v=vBAqly7WGWs About SC Johnson SC Johnson is a family company dedicated to innovative, high-quality products, excellence in the workplace and a long-term commitment to the environment and the communities in which it operates. Based in the USA, the company is one of the world's leading manufacturers of household cleaning products and products for home storage, air care, pest control and shoe care, as well as professional products. It markets such well-known brands as GLADE®, KIWI®, OFF!®, PLEDGE®, RAID®, SCRUBBING BUBBLES®, SHOUT®, WINDEX® and ZIPLOC® in the U.S. and beyond, with brands marketed outside the U.S. including AUTAN®, TANA®, BAMA®, BAYGON®, BRISE®, KABIKILLER®, KLEAR®, MR MUSCLE® and RIDSECT®. The 132-year-old company, which generates $10 billion in sales, employs approximately 13,000 people globally and sells products in virtually every country around the world. For more information, please visit: http://www.scjohnson.com
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