In August last year, Digitas LBI and Whirlpool proposed that giving at-risk kids access to clean clothes would help them stay in school. The teams tried this idea by giving 17 schools in the US washers and dryers and found that this led to 90% of kids attending schools more often with 89% greater class participation.
By gathering data linked to student IDs and the use of the machines, the Care Counts programme was able to directly link the washers to 90% of kids attending schools more often with 89% greater class participation.
On 1 May this year, Whirlpool partnered with Teach for America to expand the programme to 60 total schools in ten US school districts by August.
Meanwhile, the UK only picked up one bronze Lion, which was won by Publicis London, Publicis Italy and Poke for "No more excuses" for Heineken.
Besides the Grand Prix, US agencies picked up a gold Lion, two silver Lions, and four bronze Lions.
The gold was won by MEC Global, New York and M Live: Marriott International's Real-Time Command Center, Bethesda for the creation of M Live.
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