• by Tanya Gazdik , May 12, 2011

Whirlpool Corp.'s Maytag brand is launching a new campaign that explores the human side of dependability.

The multimedia effort will promote the brand's ongoing relationship with the Boys & Girls Clubs of America as well as start a conversation about the quality they value most: Dependability.

Maytag identified four Boys & Girls Club professionals who are the human faces of dependability for their local organizations and introduced them to people via Facebook. Facebook users are encouraged to take a deeper look at these special BGC honorees and recognize someone that is dependable in their lives by going to Facebook.com/Maytag.

The honorees are James Seaton, unit director, Boys & Girls Club of Lenawee in Adrian, Mich.; Jerry Glidewell, executive director, Fort Smith Boys & Girls Clubs in Fort Smith, Ark.; Latisha Franklin, Club manager, Boys & Girls Clubs of Greater Milwaukee, Wis.; and Patrick J. Larkin, chief professional officer, Camp Lejeune Youth Activities, Marine Corps Base Camp Lejeune, N.C.

The marketing effort brings the four to the forefront and recognizes their dependability, strength and dedication in inspiring others to perform to their potential, says William Beck, director of Maytag marketing. The company chose to launch the recognition program with Boys & Girls Clubs of America because they have a strong heritage of dependability -- going back more than 100 years and serving nearly four million youth annually, helping them become productive, caring, responsible citizens.

Nominated by their local clubs, each honoree was selected for his or her strength, performance and dependable service to the community, the club and the great futures of the club members. The recipients will appear in Maytag brand's national print campaign and will be recognized as part of the "Faces of Dependability" platform on Facebook.