Clothes and Hugs for Those Who Need It Most

CEBU, Philippines - In keeping with its Thinking of You philosophy, Electrolux initiated a PANATA award-winning advocacy in response to the need for disaster preparedness. In 2009, the Electrolux Washing Marathon was first launched in Cebu City - in reaction to Typhoon Ondoy that ravaged parts of the nation. The program immediately provided assistance to those who had been devastated by the rain and floods. 

The campaign called for clothes donation – but unlike other donation drives, these were sorted, thoroughly washed and distributed to various organizations that help areas heedlessly felled by disasters. This ensured that the garments turned over were clean and immediately wearable to those who received them.

Now on its third year, the Electrolux Clothes and Hugs campaign has been made bigger and better through the Electrolux Laundry Mobile, a laundromat on the go which went to key locations in Metro Manila, Luzon and Cebu to gather more donations. With the ABS-CBN Foundation, ABS-CBN Tabang Patrol and DZRH's Operation Tulong as beneficiaries this year, the campaign has geared to deliver more clothes than ever before.

All the donations collected in Cebu were turned over last September 16 during the Electrolux Clothes and Hugs Wash-a-thon at The Terraces of Ayala Center Cebu. This was done in partnership with Metro Gaisano and Ayala Center Cebu, with the participation of Y101, WRock and ABS-CBN.

The Wash-a-thon not only brought together those who helped make the campaign possible, but also engaged the public in a myriad of fun activities. Special prizes were given away to participants of the games, such as laundry basketball and the T-shirt folding contest. Guests also had their pictures taken for free at the Happy Clicks photo booth. Later in the evening, they took part in the festivities provided by live performances.

However, the highlight of the event was the ceremonial washing of the donated clothes before they were officially turned over to ABS-CBN Tabang Patrol. The garments were laundered by Electrolux washing machines using Surf liquid detergent, the official detergent used throughout the Clothes and Hugs campaign.

With a target of 6,000 kilos of donations from Cebu and 5,000 kilos of clothes from Manila, Electrolux has sought to help even more people and promote disaster preparedness. By giving people clean, wearable clothes, the company has envisioned to give people in need a little bit of comfort that will go a long way. (FREEMAN)