Social Responsibility: Loads of Hope!

I recently went to the store to pick up some laundry detergent and came across Tide's new campaign, "Tide Loads of Hope".
When a bottle of Tide with the yellow cap is purchased, a portion of the price is donated to the service. Tide Loads of Hope is a mobile laundry mat that is transported to areas where a disaster happens to help the locals wash clothes in those difficult times. Besides purchasing the yellow cap bottle, an individual could contribute by purchasing a Tide t-shirt on , or by becoming a team member.
I read an article on adweek.com regarding socially responsible companies will boost brand perception. The article states that 70% of consumers are willing to spend a premium for products from socially responsible products. Tide's socially responsible act of Loads of Hope was featured in this article. What I take away from this campaign is the sense of doing something to help our communities, while also boosting brand perception, will result in higher profits.