Ladies' Home Journal Honors Downy Touch of Comfort With the Magazine's Quarterly 'Do Good Award'

Cause Program Is Acknowledged For Bringing Comfort to Hospitalized Children

Oct 21, 2010, 10:03 ET from Downy

CINCINNATI, Oct. 21 /PRNewswire/ -- Procter and Gamble's (NYSE: PG) Downy fabric softener brand is proud to announce it has received the Ladies' Home Journal "Do Good Award" for its continuous efforts in bringing comfort to hospitalized children through the Downy Touch of Comfort program.  This exciting honor will help propel the brand toward its inspiring goal of delivering 10,000 quilts to children staying in Children's Miracle Network hospitals across the country.  Quilts were made possible through the partnership with the charity Quilts For Kids, Inc.

"Ladies' Home Journal empowers and inspires its readers to give back within their communities," said Mary Pochobradsky, Downy Marketing Director.  "The Downy brand also feels passion for giving back within our communities, and bringing comfort to those who need it most. That is why we created the Downy Touch of Comfort program, giving comfort to hospitalized children through hand-made quilts."  


The Downy Touch of Comfort program was nominated in 2010 to be a recipient of the Ladies' Home Journal "Do Good Award" amongst twenty three recipients.  Each quarter, Ladies' Home Journal recognizes businesses that set an admirable example by actively contributing to making the world a better place.  The corporations that receive this stamp are socially responsible, committed to doing good, and an inspiration to all.  As a brand that has strived to comforted families for 50 years, Downy met these criteria by bringing new levels of comfort to those who need it most – hospitalized children.

"I'm so happy to be able to champion this program," adds Vice President and Publisher Julie Pinkwater. "It feels so right because it's in our DNA.  We're the magazine that brought Never Underestimate the Power of a Woman to market in 1941.  We still run the column and use that as our tagline today. I'm sure we're going to unearth tons of stories and programs that will encourage even more people to get involved."


Each year in the United States, children account for more than 6 millions hospital stays and must confront the challenges of overcoming illness and being away from the comforts of home. Security items such as quilts can help these children feel more comforted during medical treatments and hospital stays.  That's why in 2009, P&G's Downy fabric softener, in partnership with Quilts for Kids, Inc., launched the Downy Touch of Comfort program to bring comfort and security to hospitalized children.  This program delivers personalized, handmade quilts to children in Children's Miracle Network hospitals nationwide, helping to give them comfort when they need it most.  Chandra Wilson, a mother of three and star of "Grey's Anatomy," has joined in Downy's efforts to try and comfort as many children as possible by spreading awareness and personally delivering quilts to children.  

People across the United States can add a "touch of comfort" in their communities in numerous ways by visiting to help make a difference in a child's life.  At the site, people can make donations to benefit the program, contribute a quilt to be delivered to a child in need or learn how to get involved in their local Quilts for Kids chapters.  For more information on Downy Touch of Comfort, please visit  

About Ladies' Home Journal

Ladies' Home Journal was founded in December 1883. Ladies' Home Journal magazine has been inspiring, informing and entertaining women for 125 years. Published monthly by Meredith Corporation (NYSE: MDP), Ladies' Home Journal has a circulation of 3.8 million and a readership of 12.1 million.  The magazine's interactive online companion,, has 1.8 million unique visitors and 20 million page views each month.

About Downy®

Downy® offers a line of advanced fabric care conditioning products that helps keep clothes feeling soft and smelling fresh.   Downy's family of liquid fabric softener includes:  Ultra Downy, Ultra Downy® Free and Sensitive, Downy with Febreze® Fresh Scent, Downy Pure Essentials™, Downy Experientials™, and Downy Simple Pleasures®. Downy also offers a variety of dryer sheets.  For more information, please visit

About Procter & Gamble (NYSE: PG)

Four billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun® and Fusion®. The P&G community includes approximately 135,000 employees working in about 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.