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Hello, communicators:

Proctor & Gamble [P&G] brand Tide has partnered with production companies Hand Made Productions and the Story Lab to create a documentary series about people experiencing homelessness on Los Angeles’ Skid Row. “The Tent Mender” features the titular, fictional character helping Skid Row residents while listening to their stories. The series is part of Tide’s larger effort to promote its permanent laundry room within Skid Row’s Midnight Mission as part of its “Loads of Hope” program, which was created after Hurricane Katrina to provide clean clothing to first responders in the aftermath of national disasters.

“We believe in the power of stories to shine the light on important issues facing our communities and inspire acts of good where our brands can make a meaningful difference,” P&G chief brand officer Marc Pritchard said in a blog post. “When things become personal, empathy grows,” added executive producer and head of P&G Studios Kimberly Doebereiner.