Whirlpool Film Care Counts Program Cleans Up School Attendance [Care Counts on HLN] by DigitasLBi, Ketchum Chicago

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Care Counts Program Cleans Up School Attendance [Care Counts on HLN]

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Industry Washing Machines
Media Film
Market United States
Agency DigitasLBi
Executive Creative Director Morgan Carroll
Agency Ketchum Chicago
Director Bill Zucker
Released November 2016


Ame Awards 2017
Social Benefit Civic / Social Education: USA AME Silver Medallion
Products & Services Household: USA AME Bronze Medallion

Credits & Description

Agency: Ketchum & Digitaslbi
Brand: Whirlpool Brand
Country: Usa
Senior Brand Manager, Shopper Marketing, Whirlpool: Chelsey Lindstrom
Brand Manager, Whirlpool Brand: Jennifer Tayebi
Vp/Group Manager, Ketchum Chicago: Sarah Gates
Vp, Ketchum Chicago: Alison Bruder
Account Supervisor, Ketchum Chicago: Rachel Carlisle
Vp of Brand Marketing - North America, Whirlpool Corporation: Bill Beck
Senior Brand Manager, Whirlpool Brand: Ryan Morand
Partner/Director, Ketchum Chicago: Bill Zucker
Account Executive, Ketchum Chicago: Kelsey Mcgovern
Assistant Account Executive, Ketchum Chicago: Stefani Duhon
Partner, Brand Practice, Ketchum Chicago: Corinne Gudovic
Executive Creative Director, Digitaslbi Chicago: Morgan Carroll
Svp, Strategic Planning Ketchum Chicago: Lauren Sugarman
Whirlpool uncovered that nearly 1 in 5 students in America do not have access to clean clothes and many stay home as a result. This was an issue Whirlpool was uniquely qualified to tackle, so the brand created the Care Counts™ program, teaming up with two school districts to study the connection between clean clothes and attendance. After one year and more than
000 loads of laundry, tracked students increased their attendance by an average of 6.1 days compared to the previous year. Through the program launch, Whirlpool generated awareness of the program and underpublized need for clean clothes and most importantly, the brand is continuing to help even more schools in need. In the 2016-2017 school year, Care Counts™ will expand to six districts and more than 700 additional schools are interested.