1 in 5 American school kids struggle with access to clean clothes every day.1

This makes many kids embarrassed at best; fearful of being bullied at worst.

And it contributes to a problem that is harming the potential and prospects of a generation of children: chronic absenteeism from school.

The Whirlpool Care Counts™ laundry program is tackling this problem–one load of washing at a time.

To date, we’ve installed washers and dryers in 68 schools across the nation.

And we’ve collected data that’s enabled us to demonstrate its effects.

The results have been stunning.

We’ve seen chronic absenteeism drop by 43%.2

The kids weren’t just in school; 90% of them were more actively engaged in their studies.3

We’ve created unstoppable momentum: over 1,200 schools have requested the program, and we’ve enlisted the help of Teach For America to ensure further expansion.

More broadly, we’ve generated awareness and advocacy about the topic of absenteeism and its contributing factors through the 650+ articles and 446m media impressions generated.4

Whilst of secondary importance, the effects on the brand and business have been no less impressive:

The video component of our campaign is the most engaging we’ve ever produced.

Enjoyment and completion rates have smashed norms.

We’ve seen a rise in our key brand metric of “is a family brand” by 15 percentage points and a rise in purchase intent amongst those exposed by 70%.

And we’ve seen universal positivity from our many employees.

At Whirlpool, we believe that the simple acts of care given day in and day out have the power to change the world.

Sometimes, company beliefs are feel-good fluff.

We’re proud of the fact that Care Counts is actively reducing absenteeism and helping more and more of our nations’ kids to achieve their potential.

1Analysis by Dr. Richard Rende, PhD, 2015-6 (Appendix p. 7)

2Analysis by Dr. Richard Rende, PhD, 2016-7 (Appendix p. 29)

3Analysis by Dr. Richard Rende, PhD, 2015-6 (Appendix p. 11)

4Millward Brown Digital Survey 2H 2016. Increase purchase intent by 14.5% points against control of 20% (Appendix p. 45)