- LG Electronics Hellas
A Journey of Genuine Support
at a glance
Since 2016, LG Electronics has supported Ithaca Laundry, providing the resources to keep its mobile laundry unit running and delivering hope to those without a home in Athens. This collaboration extends beyond clean clothes—restoring dignity and creating opportunities for reintegration into society.
Through our partnership with LG Electronics Hellas, we captured the inspiring stories of individuals who have experienced this transformation firsthand. Former beneficiaries now work as part of Ithaca’s team, turning their experiences into meaningful contributions to the community.
This project demonstrates the impact of genuine support—where practical help becomes a catalyst for personal and social change. Our strategy focused on unfolding the human interest story behind Ithaca’s mission, highlighting personal journeys of resilience, compassion, and community-driven transformation.
The campaign was honored with a Gold Award in the category of Social Purpose, Community or Charity Sponsorship at the Sponsorship Awards 2025, recognizing its contribution to meaningful brand alignment and authentic social impact.
