Agency: DigitasLBi Chicago
Effie Awards Category Context
In 2016, Whirlpool told the world about Care CountsTM, a program that fights absenteeism by installing washers and dryers in schools to remove one small but important barrier to attendance, access to clean clothes. Encouraged by the overwhelming success of the pilot program, Whirlpool has expanded Care Counts – more than doubling the number of schools from 17 to 39 for the 2016–2017 school year. Whirlpool believes that the simple acts of everyday care have the power to change lives for the better, and proved it with over 86% of the students at risk for chronic absenteeism increasing their attendance.
State of the Marketplace & Brand's Business
Whirlpool's Every day, care® campaign seeks to communicate the importance of the everyday chores of cooking, cleaning, and washing in helping families thrive. Our research into the impact of those everyday chores revealed multiple news articles over the past decade highlighting the correlation between clean clothes and school attendance. This revelation piqued our curiosity so we surveyed public school teachers nationwide and found that nearly one in five students struggles with access to clean clothes, which contributes to students failing to attend school.1,2