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P&G to raise $25m as global ‘Thank You’ to mums

Worldwide Olympic partner Procter & Gamble (P&G) has unveiled plans to raise $25m to help establish and sustain youth sport programmes around the world as a global ‘Thank You’ to mums.

The initiative is part of P&G’s 10-year partnership with the International Olympic Committee (IOC). It is being supported by US beach volleyball Olympian Kerri Walsh, US athlete Tyson Gay, GB athlete Paula Radcliffe and British high jumper Robbie Grabarz, who are working with P&G’s brands to help ‘grow the next generation of Olympians’.

P&G’s global ‘Thank You Mom’ campaign, its biggest to date, spans a range of activity across all media channels and in-store with a worldwide retailer programme that launched in April.

“As part of our ‘Thank You Mom’ programme, we asked mums everywhere, what would be a great way for us to help you and they said – ‘Help support youth sports because sport helps mums too. It helps mums raise healthy, happy kids’. This is why we are committing to support not just the mums of Olympians but every mum who does whatever it takes to make her child’s life the best it can be,” says P&G global brand building officer Marc Pritchard.  

P&G has already exceeded its goal to raise $5m through its leading brands Pampers, Tide, Gillette and Pantene. More than $6m will be invested is supporting sports development, school equipment, youth funds, scholarships and places in summer sports camps across the globe.

M&M Global spoke to Marc Pritchard about P&G’s $100m global sponsorship of the Olympics in the Q2 issue of M&M Global. Check out the interview here.

See also: Marc Pritchard on the legacy of the Olympic programme

Jenni Baker, London