"I am very proud to be part of this campaign as I know that I wouldn’t be where I am today without the unconditional support of my mom and family"
TORONTO--(BUSINESS WIRE)--Procter & Gamble Canada, an Olympic Partner, launched their nationwide P&G
Thank You Mom campaign today, in celebration of 100 days to go until
the Opening Ceremony of the London 2012 Olympic Games. The campaign
recognizes and celebrates the moms behind the athletes by thanking moms
for all they do, and is a part of P&G’s worldwide partnership with the
International Olympic Committee (IOC). It is the biggest campaign in
P&G’s 174-year history and will run from now through the end of the
“With just 100 days to go, athletes around the world are being selected
to represent their countries at the Olympic Games,” said Marc Pritchard,
P&G Global Marketing and Brand Building Officer. “At P&G we know that
getting to the Olympic Games begins at childhood and that on each of
these athletes’ journeys to London 2012, there was one person cheering
for them louder than anyone…their moms. P&G is in the business of
helping moms, not just moms of Olympians, all moms, all around the
world. So we’re using our voice at the Olympic Games to thank moms
This ground breaking campaign launched simultaneously around the world
today with the digital release of “Best Job,” a short film that
celebrates the role moms play in raising Olympians and in raising great
kids. Click here
to watch. P&G recruited award-winning director Alejandro González
Iñárritu to create the film, which is the foundation of the entire
campaign. It was shot on four continents and features local actors and
athletes from each location—London, Rio de Janeiro, Los Angeles and
Beijing. The ad campaign will run online, in social media, TV and print.
“I am very proud to be part of this campaign as I know that I wouldn’t
be where I am today without the unconditional support of my mom and
family,” said Olympian and world class marathoner, Paula Radcliffe.
“Thank you, mom!”
The campaign will come to life through a variety of media channels and
in-store with a worldwide retailer program from April through August.
Olympic Games-themed P&G branded products will be featured in millions
of stores across the globe. As a part of the P&G Thank You Mom promotion,
P&G has committed to raise $5 million to support local youth sports
programs in many countries, through a portion of sales and donations
from the company’s leadership brands including Pampers®, Tide®,
Gillette® and Pantene®. In Canada, P&G is donating $50,000 to KidSport™
Canada, a national non-profit organization that provides support to kids
in order to remove the financial barriers that prevents them from
playing organized sport. Furthermore, every time the video is shared on
Facebook, P&G will donate $1 to KidSport™ Canada, allowing Canadians to
raise an additional $50,000 for the organization.
“We wanted to do something that would make a significant difference to
moms all over the world,” said Pritchard, “so we asked moms in several
countries what we could do to honor them for all they do for their kids.
They told us that there was no better way to support moms than by
supporting local youth sports organizations for kids.”
To make it easy for people to join in the P&G Thank You Mom campaign,
P&G is also launching the “Thank
You Mom app” that allows people to thank their own moms by uploading
personalized content in the form of a video, still image with caption or
text-based message. Users will then be able to encourage friends and
family to do the same, spreading the word to thank and celebrate moms.
To share your own Thank You Mom message, please visit Thank-You
Mom page on Facebook.
P&G touches and improves the lives of about 4.4 billion people around
the world with its portfolio of trusted, quality brands. The Company's
leadership brands include Pampers®, Tide®, Ariel®, Always®, Whisper®,
Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®,
Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®,
Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, and Ambi Pur®. With
operations in about 80 countries, P&G brands are available in more than
180 countries worldwide. Please visit pg.com
for the latest news and in-depth information about P&G and its brands.