What do you get when a company takes their product and applies it to a social issue in an innovative way? You get a really compelling program that grabs people’s attention, which is exactly what the Tide Loads of Hope program did to me. I have been noticing the advertisements while watching television and every time I see the commercial I think what a great example this is of a company leveraging their brand and product in such a practical way. It becomes one of those, ‘sure, that makes sense’ reactions when you hear it.
If you have not heard about the Loads of Hope program, here are the basics. Tide has mobilized a ‘Laundromat on wheels’ with trucks and vans that can be taken anywhere across the country to disaster affected areas. They have a truck that actually has 32 high efficiency washers and dryers and it can be used in areas where there is no electricity – an obviously huge benefit for areas really in need. Tide also has a fleet of vans that can go out to supplement the capacity of local Laundromats. According to the website, the Tide Loads of Hope program has washed more than 35,000 loads of laundry for over 20,000 families. That’s a lot of laundry!
Everyone can also pitch in and help the program by purchasing Tide detergent with the yellow cap and inputting the code onto the website to donate to the cause. There also have a slew of great videos from people who were able to be helped by this program on the site.
Now if only Tide could find a way to get me out of folding the laundry each week…