SECOND OPINION.

The article presents the author's views on Mandate's Kleenex Hay Fever 2009 campaign. The author highlights the role of the "Hay Fever Health Report" in bringing credibility to the campaign and for the national press to take notice. She describes the map created for the campaign as one of the best branded Twitter initiatives in 2009. The return on investment of 15:1 helped the agency quantify the value of public relations, according to the author. She attributes the boost in tissue sales to the emergence of swine flu in April 2009.