Parent company Field Controls has pioneered Indoor Air Quality (IAQ) over recent years with the development of their patented Healthy Home System. HHS is a modular system of components designed to supplement any existing HVAC with added filtration and purification, touted to make the air in the home up to 100 times cleaner than standard systems. We launched a multi-faceted campaign in 2015 beginning with full-page print ads in the most popular trade publications in the industry. The message was directed towards independent contractors instead of the consumer market. The intent was to educate the installer who will then request HHS components to be stocked by his or her usual supplier. Each print ad directed the reader to a coded landing page where they could register to become a certified provider and receive free components to offer their customers or install in their own home.