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Special Project

Special Project
From the 1st Annual Shorty Social Good Awards

Connect To Care

Finalist in Mobile Campaign


After launching the new "Every Day, Care" campaign, Whirlpool was looking for ways to activate the campaign's core beliefs:

- That every chore is an act of love.

- That the care we provide every day has an immeasurable impact on the ones we love and the world we live in.

Strategy and Execution

The Whirlpool target takes pride in caring for her family. She knows that that the everyday care she provides is the foundation that helps her family thrive. She also cares about others and is willing to donate to causes that she believes in – in fact, almost 80% of Americans donated to a charity last year.

With this in mind, we created the first-ever philanthropic appliance through the Connect to Care mobile app.

The app connects with Whirlpool smart appliances so that every time a load of laundry is done, a charitable donation is triggered automatically. Whirlpool owners choose how much they want to donate per wash, enter it in the app, and every time they run their washer, that amount is automatically donated to Habitat for Humanity – a charity dedicated to providing homes for families in need.

A simple interface helps users connect the app to their appliance and their bank accounts so no further work is required for donating. The app lets users track their personal donation stats, see the full program donation stats and share their contributions on social media.

Connect to Care truly turns the chore of laundry into an act of love.

And by attaching an added philanthropic benefit to the act of laundry, Connect to Care helps remind users of the greater impact and value of the chores we take for granted every day.


Connect to Care was the centerpiece of the Whirlpool presence at the 2016 Consumer Electronics Show, which earned over 3,300 media placements and a stunning 1.5 billion impressions. As Whirlpool connected appliances ramp up production to meet this level of interest and demand, the impact of the Connect to Care program will only grow larger and more life-changing for families across the nation.


Video for Connect To Care

Entrant Company / Organization Name

DigitasLBi, Whirlpool

Entry Credits