Whirlpool: Raising Consciousness of a Crisis
Challenge: The lack of adequate, affordable housing affects millions in the United States, according to the National Low Income Housing Coalition and Habitat for Humanity. To help address the problem, Whirlpool and Habitat for Humanity launched a revolutionary new approach to community involvement and corporate giving with the Whirlpool® Building Blocks program. Held in Nashville, Phoenix and Dallas, the program was meant to raise awareness of the affordable housing crisis.
Strategy & Execution: Whirlpool charged Peppercom with generating mainstream knowledge and visibility around its philanthropic activities. Peppercom's strategic approach included traditional media relations, local advertising, cause-related marketing to drive volunteerism and local market events. To tell the layered Building Blocks story, Peppercom reached out to several media verticals to directly connect vital social causes with employees, consumers and communities at large.
Result: Placements appeared in more than 150 media outlets, including CNN Headline News and the Associated Press. Coverage saturated print and broadcast outlets in the targeted markets and generated more than 10 million media impressions worldwide. Hundreds of Whirlpool employees from across the U.S. participated. Since Whirlpool’s relationship with Habitat began in 1999, more than 4,500 Whirlpool employees have volunteered with Habitat for Humanity, but the 2006 program's success inspired triple the number of Whirlpool employees to apply for the 2007 program. Through media relations and increased corporate giving, Whirlpool continues to reinforce its commitment as a caring, socially conscious corporation.
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