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Did you know that carpet is the biggest air filter inside your home?  If you said yes, you know something most people don’t know.  

According to a recent study of 1,000 U.S. consumers, 96 percent of people do not know that carpet in the home traps contaminants and dust from the air, making it a huge contributor to indoor air quality. 

Who better than Rug Doctor to educate people on the connection between deep cleaning one’s carpet and having a healthy home? 

In order to grab attention and get people talking about how to improve the quality of the air they breathe inside the home, a cheeky and unexpected advertising campaign from Rug Doctor tells consumers to “do it at least once a year.” Deep clean their carpets, that is. 

The campaign, created by Dallas-based ad agency The Loomis Agency, will educate consumers on the importance of deep-cleaning carpets and rugs at least once a year.

“A key benefit of today’s carpet is that it hides the dirt.  We want to start a conversation about why you might want to clean your carpet even if it doesn't look to be dirty,” said Jan Valentic, the new chief marketing officer at Rug Doctor.  

“Have you ever seen sunlight streaming in through your windows and looked with horror at all the dust and who knows what flying around in the air? That stuff gets trapped in carpet fibers.  By deep cleaning your carpet at least once a year, you extract what collects deep in the carpet fibers—enabling the carpet to serve its role as a terrific air filter.  Similar to replacing air filters in your furnace, we are recommending that you deep clean your carpet annually, too,” she added.

The advertising highlights the fact that the Environmental Protection Agency (EPA) urges consumers to deep clean their carpet at least once a year to remove trapped dust, dirt, pollen, pet dander, pesticides, and debris. Given that many consumers have wall-to-wall carpeting in bedrooms and family rooms, the EPA suggests that a regular cleaning regimen will help keep air clean and healthy where kids and adults live, sleep, and play.