Care Counts

Details
  • Agency : DigitasLBi
  • Place : U.S.
Advertiser :
  • The Whirlpool Corporation is an American multinational manufacturer and marketer of home appliances.
Objective / insight
  • Every day in the US, more than 4,000 students drop out of school and thousands of kids miss school because they lack clean clothes
  • Whirlpool’s year-long data gathering effort saw the brand place washing machines and tumble driers in US high schools, based on a hypothesis that clean clothes and an improved appearance would help raise attendance
Implemented strategy
  • Whirlpool decided to launch the “Care Counts” project, to give at-risk students access to clean cloth by installing washers and dryers into schools across America
  • More students with clean clothes, less of them will drop out of school
Technology implemented
  • The team created data collection devices for each laundry pair. The devices let them track washer usage for each individual student, and relate that to their attendance data, so they could see how clean clothes were directly impacting each student’s attendance
Results
  • With the Care Counts program, over 93% of participating students saw an increase in their attendance over the previous year
  • Students who had missed more than 10 days the previous year reduced their absences by almost two weeks
  • According to teachers: 89% of students increased their classroom participation
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