Helping families prepare for cold and flu season.

It’s easier to be prepared when you know what’s ahead. But that’s the trouble with colds and flu — there’s never been a reliable way to know when symptoms will strike.

To help Kleenex® change its brand perception from one associated primarily with sickness and germs to that of a trusted partner in care, VML Atlanta developed the first forecasting tool that predicts when seasonal colds and flu will hit. Achoo by Kleenex combines data from sources such as the CDC (Centers for Disease Control and Prevention), bird migration statistics and even social network chatter to deliver a localized three-week cold and flu prediction for any city in the US or Canada based on ZIP or postal code. Accuracy verges on 90%.

Mothers, as primary caregivers, can use the information to ready their families, share their Achoo warnings on social media, set alerts and get tips on prevention and care.

Achoo helped Kleenex achieve an 11% increase in purchase intent and a 286% spike in social chatter. It will be returning for the 2014 cold and flu season.