A Sense of Normalcy in Times of Crisis

In times of uncertainty, we all crave a sense of normalcy. Sometimes, the smallest details can bring us comfort and fill us with hope — like a fresh load of laundry.

It’s been 15 years since Hurricane Katrina crashed into the Louisiana coastline, devastating New Orleans and its neighboring communities. Katrina also left people around the US asking what they could do to help. That’s when Tide created Loads of Hope. Since then, Tide Loads of Hope has been helping to make life easier for families across North America who have been affected by a crisis or natural disaster.

As Hurricane Laura made landfall as a Category 4 near Cameron, Louisiana, on August 26, many families, individuals and front-line responders were impacted as a result of the heavy storm surge that reached as far inland as 30 miles.

To provide free, full-service laundry to those impacted, Tide Loads of Hope and disaster relief partner Matthew 25: Ministries were quickly deployed to Lake Charles, Louisiana. Tide Loads of Hope sent two Mobile Laundromat Units, as well as customized panel and pickup trucks loaded with P&G personal care products, household and cleaning products, Cintas first-aid and safety kits and supplies, and additional items.

In neighboring Alexandria — about two hours from Lake Charles — the Tide team received an extraordinarily high volume of calls for help. This made the team realize that more people needed our help. So, in a first for the program, Tide Loads of Hope created “pop-up” laundromats in the surrounding Alexandria community — to provide free laundry to those in need.

As the nation dealt with the immediate impact from COVID-19, Tide wanted to do their part for the community. Tide Loads of Hope, powered by Tide Cleaners, provided free laundry services through June 28 to first responders who worked tirelessly to protect and care for all of us. Through the Tide Cleaners network of brick-and-mortar stores and drop-off locker locations, the team delivered a huge impact, including more than 104,000 front-line responder visits and more than 1.8 million garments of laundry cleaned.

Just before the pandemic impacted lives across the country, thousands in Nashville experienced a crisis of their own. In March 2020, after a night of devastating tornadoes destroyed homes and businesses, thousands were left without power or access to clean water.

P&G and Tide Loads of Hope got to work. Mobile relief units were dispatched to the area. In partnership with Matthew 25: Ministries, team members distributed cleaning supplies, paper products and personal care kits to families in need. The Tide Loads of Hope mobile laundry units washed, dried and folded laundry at no cost in an effort to restore a sense of hope in an uncertain time.

Tide Loads of Hope has a long history of supporting communities and providing relief amid natural disaster.

If you’d like to support Tide Loads of Hope and their mission, you can make a direct donation to the Tide Loads of Hope Fund. Together, we can add to the more than 48,000 families we’ve helped across North America.