The phrase “goodwill towards men,” is loosely thrown about each and every year once the holiday season comes upon us. But laundry mega-brand Tide, has taken the sentiment to an entirely new level with their sincere and continued efforts to provide hope and assistance to a still recovering post-Katrina New Orleans.

    Tide’s partnership with the St. Bernard Project saw them rebuild 10 homes for families who lost everything during the storm. “We came to New Orleans right when Katrina hit and were so inspired by the people here,” says Kevin Crotiata, assistant marketing director for Tide. “[that we wanted to figure out a way that we could keep coming back. Since then, we’ve been back five times, and have been able to wash 20,000 loads of laundry. But most importantly, we’ve been able to put people back in their homes.”

    One of those families, the Hamptons, opened up their home to host a huge community celebration that featured Tide’s holiday carolers, blues singer Irma Thomas, BET’s “Sunday Best” winner Crystal Aiken, and actor and special guest host Taye Diggs. “I’m just overwhelmed by what Tide has done for us,” explained Vernon W. Hampton while giving a tour of his beautifully rebuilt home. “It gives me hope again in the goodness of people. From the bottom of my heart, I would like to thank Tide for helping my family. I don’t know where we would be right now if it weren’t for them.”
–dewayne rogers

If you would like to get involved with Tide’s continued efforts in New Orleans please visit, www.tideloadsofhope.com

Send this article to a friend