P&G’s ‘Thank you, Mom’ campaign has turned out to be a real hit among the masses as the company recently announced that due to strong consumer response it has nearly doubled the amount of money the company hoped to contribute to the United States Olympic Committee’s (USOC) P&G | Team USA Youth Sports Fund. P&G launched the fund in April with the goal of raising $500,000 through the London 2012 Olympic Games.
The company has also announced plans to raise $25 million globally for youth sports, as part of its 10-year partnership with the International Olympic Committee (IOC). Earlier this year, P&G announced a plan to raise $5 million to support youth sports globally by the end of the London 2012 Olympic Games. This pledge has already been exceeded, with more than $6 million now donated for sports development, school equipment, youth funds and scholarships and places in summer sports camps across the world.
P&G can feel confident that their money is well spent by portraying moms as intelligent human beings through their Thank you, Mom” campaign.
Through the campaign, P&G easily acknowledges the unselfish love, endless support and countless hours of time that every mom generously gives to raising their children.
P&G recognizes that no athlete makes it to the Olympic Games alone, and chances are, the one person cheering the loudest was his mom. Since P&G is in the business of helping moms, it is using its voice at the Olympic Games to say “thank you” to all moms for all they do to help their kids achieve their dreams. Its Thank You Mom campaign is the largest scale initiative in the company’s 175-year history.
P&G congratulated Christine Sinclair, Tide ambassador for her bronze medal performance. And as the Proud Sponsor of Moms, P&G also extends congratulations to her mom, Sandra Sinclair for her support, since as Christine’s first coach at age four, she played an instrumental part in getting Christine involved in the sport. Although Sandra wasn’t able to be in London to watch her daughter compete, she was delighted to have the chance to see Christine play on home turf for the first time in years at the Olympic qualifying tournament.
As part of its tribute to moms of Olympians, P&G created the Raising an Olympian video series – short, documentary-style videos that highlight an athlete’s journey on the way to the London 2012 Olympic Games, as seen through the eyes of his or her mom.
The Thank You Mom campaign has also been brought to life through a variety of media channels and in-store with a worldwide retailer program that began in April and will run 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 campaign, P&G has committed to raise more than $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®.
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