Procter & Gamble, 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 . It is the biggest campaign in P&G’s 174-year history and will run from now through the end of the Olympic Games.
The campaign launched simultaneously around the world 4/17 with the digital release of “Best Job,” a short film that celebrates the role moms play in raising Olympians and in raising great kids. The film 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 campaign runs on TV, online, social media and print.
See the film here:
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.
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.