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Digitas LBI and C41 director Mai Iskander win the AICP Next 'Cause Marketing' Award for their Whirlpool 'Care Counts' piece.

Every day thousands of kids miss school just because they don’t have clean clothes to wear. That’s why Whirlpool created Care Counts™, a program that works to improve attendance rates with the simple act of laundry.

Whirlpool and DigitasLBi North America teamed up to put washers and dryers in schools with a large population of disadvantaged kids. The schools identified students in need of clean clothes and tracked their laundry use over the course of a year. The results showed more than 90 percent of the identified kids increased their school attendance. Their test scores, participation in after-school activities and engagement with fellow students also showed improvement.