Kleenex, a brand that has been producing facial tissues for 88 years now, has launched a new campaign targeting school-aged kids and their parents.

In a new commercial funny children dance and sing a ‘Shield Sneeze Swish’ song and the voice over says that only Kleenex tissues have a Sneeze Shield, a coating that prevents mucus from getting through to hands. The idea of the campaign is to promote Kleenex tissues at schools helping to prevent colds from spreading in classrooms.

“This back to school, there’s a new routine,” sing the students in the commercial created by JWT New York. “Grab a Kleenex tissue to help keep your hands clean, every time you sneeze no matter where. Ya gotta shield, sneeze, swish like you just don’t care.”The spot that can be watched on the Kleenex Web site and on YouTube now, starts airing on TV on July 16.

The sneeze shield was first introduced four years ago but Kleenex had not made it a primary selling point, focusing instead on the attribute most highly valued by consumers: softness, according to Martin Soderlund, the brand manager at Kleenex. But the last consumer research revealed that mothers were concerned of spread of infections and Kleenex to switch to the feature, reports The New York Times.

“I don’t think that from the beginning we knew how important it was to moms,” said Mr. Soderlund. “But the more we got feedback about this, the more we played it up, because it’s very important for moms to send their kids back to school healthy and cared for and knowing that they’ve done everything they can.”

Last year, the brand introduced Kleenex Cool Touch, facial tissues that contain relieving ingredients to help sore noses.

Photo: the Sneeze Shield Swish ad, from www.kleenex.com