Award-Winning Whirlpool Campaign Showed How Clean Clothes Can Dramatically Affect Students' Success

DigitasLBi work earns Adweek’s top honor for creative innovation

In the fall of 2015, Whirlpool launched a pilot program in Fairfield, Calif., and St. Louis that put a whole new spin on the concept of wearables. We’re not talking about internet-connected garments. Rather, the technology powering “Care Counts” consisted of conventional washing machines and dryers, donated by the client to initially 17 schools. The goal: provide students with clean clothes in order to boost their confidence, reduce truancy, and increase kids’ desire to connect with their peers and teachers in classrooms every day.

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This story first appeared in the Sept. 11, 2017, issue of Adweek magazine. Click here to subscribe.