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Whirlpool - Care Counts

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Whirlpool - Care Counts

An estimated six million U.S. children are less likely to graduate because they are chronically absent from school (18+ days annually). The integrated team discovered a startling statistic: 1 in 5 struggle with access to clean clothes. Digging deeper, we learned that children wearing dirty clothes to school often report being bullied and stigmatized by classmates. So we launched Care Counts and installed Whirlpool washers and dryers in pilot schools to see if we could change attendance outcomes. We found that the simple act of giving children increased access to clean clothes improved attendance among 90 percent of tracked at-risk students.
 
This initial pilot campaign generated 378 million earned media impressions in just two months, and interest in the program from thousands more U.S. schools – which has led to a continued roll-out of Care Counts to schools across America in 2017-18.

Accolades:

  • 2017 Cannes Lions Festival – Grand Prix Creative Data Lion, Creative Data Collection & Research
  • 2017 Cannes Lions Festival – Gold PR Lion, Research, Data Analytics & Insight Generation
  • 2017 Cannes Lions Festival – Bronze PR Lion, Durable Consumer Goods
  • 2017 Cannes Lions Festival – Bronze PR Lion, Integrated Campaign Led by PR
  • 2017 One Show – Gold Winner, Public Relations: Community Building
  • 2017 One Show – Silver Winner, Public Relations: Events & Experiential
  • 2017 One Show – Merit Award, Branded Entertainment: Online (Short Form Single)
  • 2017 One Show – Merit Award, Intellectual Property: Integrated Digital & Physical Product
  • 2017 AME Awards – AME Silver Medallion, Social Benefit: Civic/Social Education
  • 2017 AME Awards – AME Bronze Medallion, Products & Services: Household
  • 2017 Shorty Awards – Best in North America
  • 2017 Shorty Awards – Best Physical and Digital Convergence
  • 2017 PRSA Silver Anvil Awards – Integrated Communications: Consumer Products (Non-Packaged Goods)
  • 2017 PRSA Silver Anvil Awards – Public Service: Business
  • 2017 PRWeek US Awards – Best for Cause
  • 2017 In2 SABRE Awards North America – Social Good + Public Service
  • 2017 PRSA Chicago Skyline Awards – Public Service (Business)
  • 2017 PRSA Chicago Skyline Awards – Reputation/Brand Management (Business)
  • 2017 North American Effie Awards – Silver Winner, Branded Utility Award
  • 2017 North American Effie Awards – Silver Positve Change Effie, Social Good: Brands

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