Ahead of the school year, Kleenex has centered its latest promotion, “Kleenex Xperiments,” around recreational science. The initiative is inspired by the fact that 58% of kids go to school when they are sick. So children do need something powerful to solve the nasal problems and prevent the spread of infection at school—Kleenex facial tissues. To reach the target audience, Kleenex commissioned young Einsteins with the task to prove that, as kids are more likely to believe their smart peers than traditional ads.

In spring, the brand invited 100 U.S. elementary and middle schools that excel in math and science to come up with suggestions of how to test the absorbing qualities and strength of Kleenex tissues. Ten schools accepted the challenge, responding with their ideas for experiments that could demonstrate the power of paper tissues through Physics and Chemistry. Half of the concepts were implemented and became the core content of the new campaign.

The five best ideas went to life in form of simple yet convincing experiments, which were documented and submitted to the Kleenex School webpage. The tests range from snot-shooting Rube Goldberg machine and an experiment with 32 egg yolks to a traditional «A versus B» product test and a catapult. The page also includes a bunch of health-related facts that provide a deeper “scientific” insight into the issue of sneezing. For instance, the destination gives a short explanation why a sneeze is so powerful and how fast germs can attack, and more.

“All methods and ideas were fair game, from testing their hypotheses using everyday classroom objects, to building elaborate custom contraptions,” says Kleenex. As part of the campaign, developed by Studiocom, the 10 schools which agreed to participate received $5,000 funding from Kleenex to be spent on school activities and equipment.

Simple science is now trending across latest brand promotions. Recently, GE has revealed a series of Vine videos, both user-generated and produced by the brand, as part of its project dubbed “6 Second Science Fair.” Earlier this year, the brand inspired the U.S. audience to come up with the ideas of stunning inventions, some of which were instantly blueprinted by the brand. Google also supports “breathing and living” science with its Google Science Fair program. The tech giant is now inviting the international audience to vote for the finalists of this year’s installment of the contest. The 15 shortlisted ideas include a new kind of magnet, a battery-free flashlight, a green method to clean water, and many more. Voting is running through August 30.