Mai Iskander


Care Counts’ wins two pencils

Whirlpool ‘Care Counts’ campaign, directed by Mai Iskander, wins Gold and Silver Pencils at the 2017 One Show. The campaign boosted school attendance rates by providing access to clean clothes to children in lower-income schools.

Whirlpool ‘Care Counts’ took home two awards in the Public Relations category – a Gold for Community Building and a Silver for Events and Experiential. It also received Merits for Branded Entertainment and Intellectual Property.

Whirlpool’s ‘Care Counts’ program gives impoverished, inner city children access to washer and dryer appliances in public schools as a small but powerful brand gesture reversing drop-out rates and making a positive impact.

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