Tide Loads of Hope is best known for shipping mobile laundry facilities to natural disaster sites, starting with Hurricane Katrina in 2005. Now, the Procter & Gamble Co. brand has put up its first permanent laundry at the Midnight Mission at Skid Row in downtown Los Angeles, a move integrated into “The Tent Mender,” a new docu-series on Amazon’s ad-supported IMDbTV.
Directed by filmmaker and founder of Hand Made Productions Laura Hand and voiced by Emmy-winning actor Peter Coyote, “The Tent Mender” is “docufiction,” telling the story of a fictional character who finds redemption working with real people experiencing homelessness on Skid Row. The series launches today.
For P&G, it’s a chance to link its flagship laundry brand with a streaming service as it embarks on a mission to expand Tide Loads of Hope tenfold by 2030. The program has reached about 90,000 families and donated 350,000 units of detergent since 2005, and the expansion effort is part of P&G’s broader commitment for “2,021 Acts of Good in 2021.”