A Campaign 20 Years in the Making

Using a Social Media Trend to Motivate Employees


Since 1999, Whirlpool has provided their employees with the opportunity to participate in building affordable housing with Habitat for Humanity. BTI was tasked with developing a corporate communications campaign that would motivate a record number of employees to take part in the 20th anniversary of the initiative.


BTI looked back 20 years to 1999 and found inspiration. Call to action posters used song lyrics, from artists like Brittany Spears and the Backstreet Boys, to drive sign-ups. These were combined with construction imagery that worked together to create a playful but motivational message. Employees were encouraged to sign up on a wall that featured #20YearChallenge signage constructed out of 2467 screws, and nametag stickers influenced by another top artist from 1999 – Eminem.


The campaign was a huge success with a record number of volunteers from across the country participating. The program allowed Whirlpool to invest in their employees while making a real difference in the lives of hard-working families and the communities in which they live.

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