Over 1 million people were displaced after Hurricane Katrina. In addition to needing food, shelter and money, there was a huge need for clean clothes – a need Tide had a right and the responsibility to help with. Tide created “Tide Clean Start,” a mobile laundry facility – with capacity to wash/dry 300 cycles a day – equal to one year's worth of laundry for a single family. Tide was committed to providing free laundry services to those affected by the Southern California wildfires. From November 5, 2007 – December 2, 2007, people dropped off their laundry and it was cleaned for free.

Tide has remained committed to New Orleans and washed more than 20,000 loads of laundry in New Orleans for families affected by the disaster free of charge. Tide Loads of Hope was in Southern California for 4 weeks and cleaned over 63,000 lbs. of laundry. The programme, since its inception, has received 56 million PR impressions to date and still growing. Over 32 million people across the US are aware of the Loads of Hope programme and 86% of which could link the programme to Tide. The programme also helped increase purchase intent 26% since launch.