Kleenex wants consumers to spread its message on social media using the hashtag, #ShareKleenexCare – to demonstrate how that no matter how big or small the moment, the act of giving a Kleenex Facial Tissue to someone who needs one – whether it’s a stranger, someone we care about, or even ourselves – can equalize, connect and uplift us all.

The multi-platform commercial program includes documentary-style videos featuring real-life stories of people showing meaningful gestures of care throughout the U.S. Consumers are also being asked to post a message to the Kleenex Careboard.

“Our goal is to reframe the category and demonstrate the ability of Kleenex Facial Tissue to deliver real-time care to consumers who need it and prove that the simple gesture of handing someone a Kleenex Facial Tissue can change the course of someone’s day,” said Eric Higgs, General Manager, Kleenex Brand.

Kleenex has also partnered with Facebook’s Creative Shop Studio, which enables the brand to deliver its shared stories to News Feeds at the most relevant moments in people’s lives, based on a variety of inputs such as demographics, stated interests and time of day.

Higgs added, “This is a first for the Kleenex brand – we are excited to be working with Facebook and other partners utilizing unprecedented data and tools to help jolt people out of their traditional ways of thinking about facial tissue.”

Redesigning Kleenex Pocket Packs

Newly designed Kleenex Pocket Packs will launch September 2015. They will transform Kleenex Facial Tissues into a “personalized gesture of timely care,” the brand says.