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Ramping Up For Rio, P&G Says “Thank You, Mom”

Get ready to wave you flags, the Rio 2016 Olympic Games are quickly approaching, and it is under 100 days until the opening ceremony. Procter & Gamble, makers of Tide, Pampers and Head & Shoulders is taking a very active role in the games and has debuted the newest installment of its award-winning “Thank You, Mom” campaign by releasing the new video, “Strong.”

“Strong” explores the simple human truth that the daily courage moms show echoes at critical times throughout their kids’ lives. The film follows the Olympic Games journeys of four moms and their kids, showing the moments, both large and small, when a mother’s strength makes all the difference, and building to the moment each child summons their own courage on the world’s biggest stage – the Olympic Games.

“It was like I was watching my own story,” said Rosie MacLennan, Olympic Gold medalist and two-time Olympian in trampoline. “The strength my mom showed with her countless pep talks and unconditional support has always been my inspiration. P&G always recognizes the role our moms play and that’s why I’m so proud to represent both P&G and Tide at the Olympic Games.”

“This campaign began with the insight that behind every athlete is an amazing mom,” said Marc Pritchard, P&G Global Brand Officer, “Being the Proud Sponsor of Moms is a natural way for us to look at the Games because P&G brands are part of the journey moms of Olympians, and all moms, take with their kids every day. We see how strong moms are in every facet of their lives, and how their children draw on that strength as they grow. Through our campaign, we invite everyone to join us in saying ‘Thank You’ to moms for the role they play in raising strong children.”

Each year, P&G’s Olympic Games campaign is inspired by the research brands like Pantene and Bounty do to create products that work better for moms and families. Now for the first time, P&G brands are revealing some of that research in “The Global Mom Report,” offering new insights about what it means to be a mom in today’s world. Among the findings in the report:

IT’S NOT JUST WHAT MOMS SAY OR DO, IT’S WHO THEY ARE

  • 86% want their children to feel their presence and the impact of their parenting even when they can’t be together
  • 67% of moms agree it’s more important to set a good example for their children than to be involved in every single aspect of day-to-day caring of their children
  • After becoming a mom, women said that they appreciated their own mothers more, recognizing her patience (54%), empathy (42%) and emotional strength (41%)

MOTHERHOOD REQUIRES A NEW KIND OF STRENGTH, BUT MOMS ARE RISING TO THE CHALLENGE

  • 64% agree motherhood is more complex today than it was in the past
  • Nearly all moms (97%) admitted that they did not anticipate the demands of motherhood with the majority agreeing that they needed to develop greater emotional strength once they became a mom
  • Those who receive help with day-to-day care for their children (54%) still feel they’re successfully leading their family (81%)


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