Loads of Hope: CSR isn't always about money

Sometimes all you need is hope...

On Monday morning, August 29, 2005, the United States fell victim to one of the deadliest natural disasters to date.

Forming over the Bahamas, an incredible storm crossed southern Florida, strengthening rapidly over the Gulf of Mexico, and eventually concluding in Louisiana. The storm caused severe destruction along the Gulf coast from central Florida to Texas, but the most significant damage occurred in New Orleans where Hurricane Katrina claimed 1,836 lives, left thousands homeless, and 80 per cent of the city flooded. The floodwater lingered for weeks, and many stood by hopeless, without shelter, food, left with nothing more than the clothes on their backs.

In the wake of the hurricane, Procter & Gamble teamed up with Feeding America to help New Orleans families and launched Tide's Loads of Hope

About Tide's Loads of Hope

      The campaign brings laundry facilities to places struck by disaster, and volunteers wash, dry and fold clothes for free. The mobile fleet contains machines that can handle more than 300 loads of laundry a day. It recently tended to communities afflicted by floods in Mississippi and Tennessee, and it has washed more than 33,000 loads of laundry since it started. Tide has also sold more than 65,000 vintage-style T-shirts to raise money to help families affected by natural disasters. (forbes)

A leader in Corporate Social Responsibility

Tide’s Loads of Hope serves as an excellent example of Corporate Social Responsibility, for it’s creativity, relevance, and the impact it had in the days, weeks, and months, following this disaster.

Kelly Clarkson 

 While an act of CSR is of great value to any cause or organization, it is sometimes a transparent tactic, used by large corporations to buy a positive reputation, who rightfully receive it. But Tide’s Loads of Hope maintained their positive reputation, not only because of the funds they raised for those affected by this tragedy, but because of their personal involvement, and their time spent physically doing something for those who lost everything.

Mobile Tide Station

CSR, be it a one time donation, or continued funding, does not always have to come in the form of money. Sometimes, especially in cases like this, it’s time and hard work that create a far greater impact than a big cheque.

For more information about Tide’s Loads of Hope, visit their website.


-Josh S.