P&G promotes Love over bias, with latest “Thank You, Mom” campaign
With 100 days until the Opening Ceremony of the Olympic Winter Games PyeongChang 2018, Worldwide TOP Partner Procter & Gamble unveiled “Love Over Bias”, the newest instalment of its award-winning “Thank You, Mom” campaign.
The film reflects struggles with prejudices that real athletes have encountered, and celebrates mum’s role as her child’s first and greatest advocate, the one who sees her child’s potential regardless of how others see them. The film aims to help bring people together to talk openly about bias, its role in limiting human potential and the need to look beyond the things that divide us to celebrate the things that all people share.
At P&G, we aspire to create a better world for everyone - a world free from bias, with equal representation, equal voices and equal opportunity. When the world is more equal, society is better and it leads to economic growth.Marc Pritchard P&G Chief Brand Officer
“At P&G, we aspire to create a better world for everyone - a world free from bias, with equal representation, equal voices and equal opportunity. When the world is more equal, society is better and it leads to economic growth. Unfortunately, equality is limited by biases, and we recognise we can use our voice to be a force for good and shine a light on the bias that limits human potential. We hope to promote open discussion, influence attitudes, and ideally change behaviour,” says Marc Pritchard, P&G Chief Brand Officer.
Athletes around the globe agree that the lifelong journey to the Olympic Games can be littered with obstacles that stem from biases about what an athlete looks like, prejudices about who they love or how they worship. A recent survey distributed to Olympians by the International Olympic Committee (IOC) on behalf of P&G found that:
- 55 per cent had felt prejudice or judgment from others growing up
- The majority (53 per cent) responded that their mum was their strongest supporter in the face of bias
- Almost all (99per cent) felt that what helped them become an Olympic athlete was their mum's believing in them
P&G has taken inspiration from athletes whose athletic journey and personal stories closely reflect the campaign:
- Michelle Kwan, USA – 1998 & 2002 Olympian, two time Olympic medalloist whose family went through economic hardships in supporting her Olympic Games dreams
- Zahra Lari, UAE – Three time national champion, first Emirati figure skater to compete internationally
- Mathilde Petitjean, Togo – 2014 Olympian, first Olympic cross-country skier representing a West African country
- Carina Vogt, Germany – 2014 Olympian, first Olympic women’s ski jumping gold medallist
“The ‘Love Over Bias’ film reminded me so much of the journey my mum and I shared on my path to reaching the Olympic Games. My mum’s unconditional love and support were critical to helping me rise above any judgements I may have faced from others. We didn’t have all the resources that some of my competitors had, but we made the most of our opportunities and got through it together,” says Michelle Kwan.
My mom’s unconditional love and support was critical to helping me rise above any judgements I may have faced from others.Michelle Kwan USA
You can share #LoveOverBias and go to www.LoveOverBias.com to learn more about these and other athletes.
Around the world P&G brands including Always®, Gillette®, Pantene®, Head & Shoulders®, Tide®, Bounty® and Downy® will be executing Olympic Games campaigns through a variety of media channels and in-store.