Procter & Gamble is honouring the emotional strength involved in motherhood in its 2016 Olympics campaign, which broke today, April 27th – 100 days before the Rio games begin on 5 August.
The new film, Strong, is part of the FMCG giant’s 10-year sponsorship of both the winter and summer Games, under the umbrella title ‘Thank You Mum’. The deal started in the run up to London 2012, and will continue up to Tokyo 2020.
A two minute version of the film appears online, while edited versions will be shown on TV across 30 markets.
The campaign’s theme was inspired by findings from The Mum Report, a survey of 15,000 mums in 14 countries that P&G carried out with YouGov last November. One of the starkest findings was that the overwhelming majority surveyed (97%) said they had not been fully prepared for the demands of motherhood.
The women also said that they appreciated their own mums more after having children – with 54% saying it helped them recognise her patience, 42% her empathy, and 41% her emotional strength.
As part of P&G’s dedication to bringing the best to mums around the world each and every day, P&G brands will partner with Olympians and their mums on their journey to the Olympic Games Rio 2016 across 21 countries around the world.