Whirlpool Brand Opens Eyes To Value Of Care With First Video Act Under Every day, care™ Project

Families Discover the True Power of Care in Touching Generational Stories

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Nov 10, 2014, 12:59 ET

BENTON HARBOR, Mich., Nov. 10, 2014 /PRNewswire/ -- Today, in an effort to help families recognize the true value that comes from the small ways in which they give and get care daily, Whirlpool brand launched the Every day, care™ Project, a program that includes a series of social experiments intended to prove the value and impact of the many different facets and perspectives of care.

In the first installment of the Every day, care™ Project, Whirlpool brand releases a social experiment called Perceptions of Care. In the video, the voices of real-life families communicate the importance of care through touching stories, proving how seemingly insignificant actions – laundry, cooking and cleaning – can have a lasting impact on generations.

Perceptions of Care is a story that is representative of more than 26 million Americans who care for both children and aging adults in one home.ⁱ It's told through the eyes of a family who is part of the quickly growing "sandwich generation" of people who care for their aging parents while also caring for their own children. The video features three generations under the same roof– from a younger generation who may take this care for granted without the perspective of experience, to the caregiver who's in the middle of differing views and needs, to the older generation who is now in need of support every day.

The launch of the Every day, care™ Project with Perceptions of Care is meant to offer an observation of the sensitivities and reality of family care, but also inspire individuals to show appreciation for those who care, from tagging family members and friends, to sharing photos of caregivers who inspire them. The public is invited to join the Every day, care™ conversation and thank caregivers close to them on social media with #EveryDayCare or at facebook.com/whirlpoolusa.

"Swept up in the overwhelming flurry and also the stark routine of everyday life, even the most caring individuals underestimate the impact they have on others, or feel they aren't always valued or appreciated," said Jon Hall, senior brand manager, Whirlpool brand. "This very sentiment is why we felt the need to create the Every day, care™ Project – to prove how meaningful these often-ignored, sometimes mundane acts of care can be."

Perceptions of Care is a first-time partnership for Whirlpool brand and DigitasLBi with Upworthy, and marks the first time Upworthy has collaborated this closely with a brand and agency on original content, as part of the company's Collaborations Program.

The Perceptions of Care video can be viewed at whirlpool.com/everydaycare.

About Whirlpool Brand
For more than one hundred years, Whirlpool brand has been inspired by how people care for their families. Whirlpool is designing home appliances that are focused on improving how families give and get the care they need with the latest technologies and innovations that make their experience effortless, intuitive, and easy – whether that means most flexible refrigerator storage for all types of family needs, induction technology for efficient cooking and easier cleaning, or laundry pairs that sense and adapt to clothes with the latest in connected technologies. Whirlpool brand is part of Whirlpool Corporation, the world's leading manufacturer and marketer of major home appliances. Whirlpool Corporation is also one of Habitat for Humanity's largest corporate partners for over 15 dedicated years, donating a refrigerator and range to every new Habitat for Humanity home built in North America. For more information on Whirlpool, please visit whirlpool.com/everydaycare or find us on Facebook at facebook.com/whirlpoolusa or Twitter at @WhirlpoolUSA. Additional information about the company can be found at whirlpoolcorp.com.

ⁱ 2014 Pew Research Report, "In Post-Recession Era, Young Adults Drive Continuing Rise in Multi-generational Living."

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SOURCE Whirlpool brand