Whirlpool 2004 Annual Report Download - page 13

Cook for the Cure
Cook for the Cure presented by
KitchenAid was created to give
passionate cooks a way to support
the Susan G. Komen Breast Cancer
Foundation and the fight against
breast cancer. To date, the program
has raised over $2.3 million for the
cause through donation-with-
purchase programs, special
fundraising events, auctions and
grass roots initiatives.
The Woman's Consulate
A Consul brand initiative and social
responsibility project for Whirlpool
Latin America creates employment and
income opportunities for women with
low levels of income and schooling.
The program promotes citizenship
development for women through
access to information and education,
stimulating their participation in and
contribution to the community.
Loyalty to a Cause
Five years ago, Whirlpool's relationship with Habitat for Humanity
International began as an idea from one of our employees who held
a deep passion for the organization. Since then, Whirlpool
Corporation and thousands of Whirlpool employees have been
partnering with Habitat to eliminate poverty housing and
homelessness worldwide.
A few years into our relationship, Habitat for Humanity wanted
to raise public awareness of its mission and encourage more
people to get involved. At the time, Whirlpool brand was exploring
the strong connection between music and loyalty. To make this
connection for Habitat, Whirlpool reached out to Reba McEntire,
a celebrity with a strong commitment to Habitat, and soon plans
were in place for a 2004 television campaign and concert tour.
Reba's tour carried Habitat's message to over a half-million people
in the United States, and the commercial in which she starred
touched millions more.
Customer loyalty research tells us that efforts such as this are
important to consumers. For Whirlpool and our employees, this
simply confirms what we already know … that making a difference
in the communities in which we work is the right thing to do.