Home / Knowledge / News / Apparel/Garments / Downy celebrates 50th year with Downy Touch of Comfort
Downy celebrates 50th year with Downy Touch of Comfort
23
Feb '10
In celebration of its 50th year, Downy fabric softener has launched a new specially marked bottle, with five cents from every purchase helping to provide comforting quilts to hospitalized children. Each year in the United States, children account for more than six million hospital stays and must confront the challenges of overcoming illness while staying in unfamiliar hospital environments.

In January 2009, Downy partnered with Quilts for Kids, Inc. and award-winning actress and star of “Grey's Anatomy,” Chandra Wilson, to launch the Downy Touch of Comfort Program – the brand's first large-scale cause marketing program. Last year, Downy delivered thousands of quilts to hospitalized children nationwide, bringing them each a small, but meaningful, “touch of comfort.” Now, Downy is elevating the program by pledging to deliver 10,000 more quilts to children.

“Over the past 50 years Downy has helped bring comfort into the homes of many families,” said Mary Pochobradsky, Downy Marketing Director. “With the introduction of our Downy Touch of Comfort Program last year, we found a way to help bring the comforts of home to hospitalized children; now we're excited to extend the reach and impact even further by donating five cents from each specially marked bottle purchased by consumers to Quilts for Kids.”

The program will be supported with a full-scale integrated marketing campaign that includes public relations, digital, advertising and in-store efforts that launch this month.

How Consumers Can Make A Difference
Consumers may purchase specially marked Downy to help with the creation and delivery of handmade quilts to thousands of hospitalized children. They can look for the new bottle design, which features a “quilted” label and the Downy Touch of Comfort logo on the front. The five cents from each specially marked bottle will help Quilts for Kids, Inc. continue bringing smiles to children during tough times. With every consumer's purchase, Downy and Quilts for Kids can help these children feel more comforted during medical treatments and hospital stays.

“Every time you purchase a specially marked bottle of Downy, you're helping to put a smile on the face of a child,” says Chandra Wilson. “As a mother, the most important thing to me is caring for and bringing comfort to my children, and I knew I wanted to play a role in this program so I could help bring that comfort to other children as well.”

Quilts for Kids, Inc. is a non-profit organization that began in 2000 to transform discontinued fabrics into quilts that comfort hospitalized children. Now, with the help of the Downy Touch of Comfort program, the non-profit organization has been able to reach more children nationwide.

“Through the Downy Touch of Comfort program, we are able to reach many more children who we never would have been able to reach on our own,” says Linda Arye, founder of Quilts for Kids, Inc. “We can buy more fabric and make more quilts to take care of the kids because of Downy, and that gives us hope for the future.”


Must ReadView All

Textiles | On 22nd Jul 2017

Govt constitutes GST Feedback and Action Room

The Government of India has constituted a Feedback and Action Room...

Textiles | On 22nd Jul 2017

India’s cotton textile exports fell in FY17: Tamta

The overall export of cotton textiles from India declined in 2016-17...

Textiles | On 22nd Jul 2017

Stella McCartney, Bolt Threads partner for eco fashion

Fashion designer Stella McCartney has partnered with Bolt Threads for ...

Interviews View All

Shiladitya K Joshi
Truetzschler India Private Limited

India ITME provides a platform to interact with our stakeholders

Giovanni Pizzamiglio, Paolo Crespi & Riccardo Robustelli
Epson, For.Tex & F.lli Robustelli

‘The percentage share of printing in the global textile market is pretty...

Ajay Ghariwala
Luthra Group

We are ready to adopt or follow every opportunity

Mohammad Hassan
Biax Fiberfilm

About one in every 20 patients picks up an infection while hospitalised....

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Ritu Kumar
Label Ritu Kumar

‘Classics will return’ "There are a lot of people wearing western clothes ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

July 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Thanks for your valuable feedback. Claim your free latest sustainability e-book.


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search



X