Whirlpool: Care Counts, 5

Credits & Description:

Entrant: Digitaslbi, Chicago
Brand: Whirlpool Corp
Corporate Name of Sponsoring Client: Whirlpool
Whrilpool Corp VP, Senior Director, Brand Marketing: Bill Beck
Whirlpool Corp Senior Brand Manager: Ryan Morand
Whirlpool Corp Senior Manger, Shopper Marketing, Key & Mail: Chelsey Lindstrom
Whirlpool Corp Product Marketing Director: John Hall
PR Company: Ketchum, New York
Ketchum PR Partner, Brand Practice Director: Corinne Gudovic
Ketchum PR VP, Group Manager: Sarah Gates
Ketchum PR Account Supervisor, Strategic & Creative Planner: Rachel Carlisle
Ketchum PR Senior Account Executive: Kelsey McGovern
Ketchum PR Account Executive: Stefani Duhon
VP, Group Director, Strategy: Brain Sherwell
Associate Director, Social Strategy: Rachael Datz
VP, Account Director: Kristine Kobe
Account Director: Julie Wisniewski
EVP Managing Director: Morgan Carroll
Agency: DigitasLBi North America, New York
Chief Creative Officer: Ronad Ng
Group Creative Director: Michael Frease
Creative Directors: Louie Calvano/Jeremy Bacharach/Chris Jansma
Senior Copywriter: Samantha Bordignon
Senior Art Director: Bryan Haupt
Head of Production: Peter McCann
Agency Producer: Amanda Riley
SVP, Technology: Tony Bailey
Technology Group Architect: Sujal Patel
Lead Experience Designer: David Plant
Associate Director, Project Management: Themi Psarras
VP, Director, Media: Caitlin Finn
VP, Director: Greg Lederer
Associate Director, Media: Ryanne Donnellon
Goodstory Films/C41 Media Director: Mial Iskander
Synopsis:
Every day in America, thousands of kids miss school because they lack one thing: clean clothes. And kids who regularly miss school are 7 times more likely to drop out.
We created the Care Counts program to see how the simple act of laundry could affect something as important as school attendance. We installed washers and dryers in schools to give at-risk students access to clean clothes, and created a data tracking system that allowed us to see how washer use was directly impacting attendance.
Throughout the school year, we filmed a documentary revealing how the program was impacting not only attendance, but also the social and academic performance of the students involved.
In the end, over 93% of students saw an increase in attendance, and 89% showed improved class participation. Most importantly, Care Counts changed the educational trajectory of countless students.