P&G Corporate Newsroom

Procter & Gamble Launches Global ‘Thank You Mom’ Campaign in Celebration of 100 days to go until the London 2012 Olympic Games

Ground-breaking P&G campaign celebrates moms and sets out to thank every mom in Canada and around the world

Tuesday, April 17, 2012 2:28 pm EDT

Dateline:

TORONTO
"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."

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 Olympic Games.

“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 everywhere.”

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.

For a full list of assets and information related to the P&G Thank You Mom campaign, including photos and video, visit www.PGThankYouMomMediaCenter.com.

About P&G

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.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50241672&lang=en

Contact:

MSL Canada
Natasha Newell-Vieira, 416-847-1335
natasha.newell-vieira@mslgroup.com

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