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P&G’s Always brand is encouraging girls everywhere to keep playing #likeagirl and the guests underlined the important role sport can play in boosting confidence.
The IOC President spoke about how he had been inspired by women athletes and the importance of sport in gender equality, adding “Thanks to our Worldwide TOP Partner P&G for their #LikeAGirl campaign which is helping empower girls and young women through sport. The IOC is committed to promoting women’s participation in sport, including increasing participation at the Olympic Games, and here in Rio de Janeiro 46% of the athletes on the entry list are female.”
P&G is also continuing its support for women as the ‘Proud Sponsor of Moms’, and the company is using the Olympic Games Rio 2016 to once again pay tribute to the role that mothers play in inspiring their children to achieve their dreams on the Olympic stage.
In the build-up to the Games, P&G launched the newest instalment of its award-winning ‘Thank You, Mom’ campaign with a film entitled ‘Strong’, which highlights the daily courage that mothers show and how this echoes at critical times throughout their children’s lives.
Building on the critically acclaimed films from P&G’s previous Olympic Games campaigns, ‘Pick Them Back Up’, ‘Kids’ and ‘Best Job’, ‘Strong’ follows the Olympic journeys of four mothers and their children, showing the moments – both large and small – when a mother’s strength makes all the difference, and building to the moment when each child summons their own courage on the world’s biggest stage, the Olympic Games.
“As a company, we are committed to giving moms the best, so we celebrate the role they play in raising Olympians,” says Marc Pritchard, P&G. “From the beginning of our journey in Vancouver, through London, Sochi and on the road to Rio, our partnership has helped P&G brands improve the lives of moms, athletes and families around the world.”
Ahead of the Olympic Games Rio 2016, P&G also partnered with athletes and mothers from more than 21 countries – including Canada, China, France, Germany, Japan, Great Britain, the United States, and the host country, Brazil – to support them on their journey to the Olympic Games. In total, 18 P&G brands in more than 35 countries are activating the company’s Olympic Games campaign through TV and digital content, in-store displays, public relations and social media.
P&G’s support of athletes and their families will also continue during the Games, with two onsite activations in Rio.
The P&G Family Home will provide a home-away-from-home for athletes and families, offering beauty and grooming treatments from P&G brands, laundry services, and a beachside oasis to relax and watch the Games with family. The P&G Salon, meanwhile, will help athletes confidently step out onto the world’s stage looking their best, with customised services for both male and female Olympians, including hair wash and styles from Pantene®, Aussie® and Head & Shoulders®, hot shaves from Gillette® and manicures and facial makeovers by COVERGIRL® and Olay®.
To find out more about the Worldwide Olympic Partners, click here to access the Official IOC Marketing Media Guide.