The ripple effect of kindness, one laundry load at a time

There’s something undeniably powerful about small acts of kindness—the way they ripple outward, touching lives far beyond their initial impact.

This is the inspiring story of Nancy Seto, a laundromat owner in Toronto, whose seemingly simple decision to offer free laundry services to those in need has blossomed into a multi-city initiative, providing dignity and clean clothes to Canadians facing financial hardship.

In March of 2021, as the COVID-19 pandemic devastated economies around the globe, many families in Seto’s neighbourhood, like elsewhere, found themselves struggling to make ends meet.

It was during this challenging time that Seto, the owner of Yummi Café Laundromat, had a life-changing encounter with a customer.

As she went about her work, Seto noticed the customer washing a large pile of clothes but stopping short of drying them. Curious, she approached him and asked why. The man, with quiet resignation, explained that he had to choose between paying for the dryer or buying milk for his children. 

In that moment, Seto acted on instinct. She told him to dry his clothes and covered the cost herself.

That one act of kindness opened Seto’s eyes to the extent of the economic challenges facing so many in her community.

"During the pandemic, I saw many individuals and families struggling to pay for washing and drying their clothes in our laundromat," Seto said.

"I asked myself, 'How can I help?'"

What began as spontaneous act of giving soon grew into something much larger.

Seto launched the Free Laundry Access program, offering free washing, drying, and laundry essentials to those who couldn’t afford them.

The need for programs like Free Laundry Access did not disappear when the pandemic receded. If anything, they became more critical as inflation and rising living costs added new layers of financial strain for many families.

As Seto’s initiative expanded, it caught the attention of those committed to making a difference. In 2023, Sunlight® laundry detergent stepped in to provide financial and product support to help Seto keep the Free Laundry Access program going.

This fall, as part of its Helping Canadians Shine™ Initiative, Sunlight®  laundry detergent, through its owner Henkel announced a $100,000 donation to help expand the Free Laundry Access program from one to four locations.

“Thanks to the tremendous support from Sunlight® laundry detergent, not only was I able to continue providing free laundry access from my own laundromat, but they are now helping us expand our program, providing hope, dignity and happiness to those in need," said Seto.

The donation from Sunlight® laundry detergent will support monthly free laundry events in Toronto, Hamilton, and Vancouver, ensuring that the program reaches as many people as possible.  

The locations for the upcoming free laundry events include:

Toronto, Ontario:

• Yummi Café Laundromat (956 St. Clair Avenue West)
• Wishy Washy Laundromat (3003 Danforth Avenue)

Hamilton, Ontario:

• King Coin Laundromat (831 King Street East)

Vancouver, British Columbia:

• East Van Laundry (183 East 16th Avenue)

Each location can expect to do up to 900 loads of laundry per event, with plans for a total of four events each month throughout the course of the year. Across the country, that's a total of up to 43,200 loads of laundry for those most in need.

“The Sunlight brand is very proud to support the Free Laundry Access program, including its efforts to provide more Canadians in need with these important free laundry services,” said Margarita Bajzelj, Director of Marketing, Henkel Consumer Brands Canada. “The work of Free Laundry Access and unsung heroes, like Nancy Seto very much fit with our belief in shining a light on goodness and making a difference, one small act of kindness at a time.”

As the world prepares to celebrate Diwali, the South Asian festival of lights, Seto’s initiative shines brighter than ever.

It serves as a reminder of the light we can bring into the lives of others that truly makes a difference.

To learn more about Sunlight® Helping Canadians Shine™ initiative and the Free Laundry Access program visit sunlightcanada.ca/en/helping-canadians-shine.html. To see the dates of upcoming free laundry events, to learn who can qualify and take part in free laundry services, or how to contribute to the cause,  visit freelaundryaccess.com.