Tide helps disaster victims with free laundry services

It seems fair to say that laundry is one of the great levelers in this life, which might explain why we’ve seen pop-up laundry services on so many occasions already. There are the brand butlers that offer laundry service at festivals, and there’s the Method truck to facilitate the donation of clean clothes, but it wasn’t until recently that we noticed Tide’s Loads of Hope program. Inspired by the Hurricane Katrina disaster five years ago, Tide Loads of Hope is a mobile laundry service that provides clean clothes to families affected by disaster. Through a partnership with Feeding America and Frigidaire, the program has since washed more than 36,000 loads of laundry for some 27,000 families in many other disaster-struck communities as well, including those affected by the recent floods in Middle Tennessee and Pike County, Ky. One truck and a fleet of vans house 32 energy-efficient Frigidaire washers and dryers capable of cleaning more than 300 loads of laundry every day—staffers do it all for free, including folding the clothes afterward. Procter & Gamble’s Tide detergent brand also runs a program through which it will donate USD 1 for every bottle of “Yellow Cap Tide” consumers purchase and register online. All profits from sales of its USD 20 Tide Vintage T-shirt, meanwhile, go toward helping disaster victims as well. How is *your* brand demonstrating its generosity for all the Generation G masses to see…? (Related: Donated site matches fire victims with extra beds — Donated site helps families keep their homes — Billboard-mounted dinghy makes a splash in monsoon floods.) Spotted by: Jim Stewart