Whirlpool: Care Counts

Millions of U.S. children are less likely to graduate due to chronic absenteeism. Our integrated team discovered a startling reason why: 1 in 5 children struggle to get access to clean clothes — and schoolchildren wearing dirty clothes often report being bullied and stigmatized. So Ketchum and DigitasLBi launched Care Counts and installed Whirlpool washers and dryers in pilot schools. This simple act of increasing children’s access to clean clothes improved attendance among 90 percent of the at-risk students tracked. This campaign generated 378 million earned media impressions in two months, and interest from thousands more schools, leading to a roll-out of Care Counts across America in 2017-18.

  • 2016 Bulldog CSR Awards Winner (Grand Prize, 3x Silver Winner)
  • 2016 D&AD Impact Awards White Pencil Winner
  • 2016 Webby Awards Honoree
  • 2016 Shorty Social Good Award Winner
  • 2017 CAF American Advertising Awards (Best in Show Winner, 8x Silver Winner)
  • 2017 Ex Award Gold Winner
  • 2017 WARC Innovation Award Gold Winner
  • 2017 PR Daily’s Digital PR & Social Media Award Honorable Mention
  • 2017 PR Daily’s Media Relation Award Winner (Grand Prize, Honorable Mention)
  • 2017 North American Excellence Awards - 2x Winner
  • 2017 In2 SABRE Award Winner
  • 2017 PRWeek US Award Winner
  • 2017 PRSA Silver Anvils – 2x Winner
  • 2017 North American Effie Awards – 2x Silver Winner
  • 2017 Shorty Award - 2x Winner
  • 2017 AME Award Winner (Silver Medallion, Bronze Medallion)
  • 2017 One Show Winner (Gold, Silver, 2x Merit Award Winner)
  • 2017 CLIO Award Winner (Gold Winner, 4x Silver Winner)
  • 2017 ICCO Global Winner
  • 2017 Cannes Lions Winner - 2x Bronze PR Lions
  • 2017 Cannes Lions Winner - 1x Gold PR Lion
  • 2017 Cannes Lions Winner: Grand Prix Creative Data Winner