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Digital
Public Service/Social Welfare

Finalist

Entrant: DigitasLBi North America, Chicago
Care Counts - "Care Counts"


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Corporate Name of Client: Whirlpool

Media Planners: Caitlin Finn/Ryanne Donnellon/Samantha Harvey

Agency Account Directors: Chris Reed/Kristine Kobe

Agency Account Manager: Julie Wisniewski

VP Group Director, Creative Strategy: Brian Sherwell

Associate Directory, Business Affairs: Janice O’Flaherty

Agency: DigitasLBi, Chicago

Chief Creative Officer: Ronald Ng

Executive Creative Director: Morgan Carroll

Group Creative Director: Michael Frease

Creative Directors: Louie Calvano/Jeremy Bacharach

Associate Creative Director: Chris Jansma

Copywriter: Samantha Bordignon

Art Directors: Bryan Haupt/James Collin

Executive Agency Producer: Greg Lederer

Agency Producer: Amanda Riley

Creative Technologist: Sujal Patel

Social Media Strategist: Rachael Datz

Project Manager: Themi Psarras

Principal Creative Engineer: Quentin Poynter

Senior Software Engineer: Paul Lefebvre

UXD: David Plant

Production Companies: Goodstory Films, New York/C41 Media, New York

Director: Mai Iskander

Executive Producers: Paula Cohen/Susan Horn Toffler/Carla Tate

Post-Production Companies: Cutters, Inc./Flavor, Chicago

Editors: Drew Hall, Cara Ross/Kathryn Hempel/Emily Tolan

Sound Design Company: Another Country, Chicago

Audio Engineer: David Gerbowski


Description of the Project: 
Every day in America, thousands of kids miss school because they lack one simple thing: clean clothes.
Kids who regularly miss school are 7 times more likely to drop out.
Kids who drop out have a 40% higher unemployment rate, are 70% more likely to be on welfare, and are 8 times more likely to go to prison.
As the brand that celebrates the value of simple acts of every day care (i.e. cooking, cleaning and washing), Whirlpool created the Care Counts program to see how something as important as attendance rates could be impacted by the simple act of laundry.
We installed washers and dryers in schools to give students access to clean clothes whenever they needed it. Starting in 2 districts and spanning 17 schools, the program tracked the attendance rates and overall class performance of participating students to measure the program’s impact over the course of a full school year.
Through special data collection devices that we developed and installed on each laundry pair, we were able to attribute each wash to a specific student. This data let us look for correlations between a child having access to clean clothes and the impact that has on their attendance.