P&G Unveils Its Olympic Games Campaign

Procter & Gamble has launched its Tokyo Olympic Games campaign inspired by the Olympic and Paralympic athletes who are not only achieving athletic greatness, but are also stepping up to take action for good, making a positive difference in their communities. 
 
These athletes are the focus in the latest chapter of the company’s worldwide “Lead with Love” consumer campaign, which unites P&G’s longstanding Citizenship efforts of Community Impact, Equality & Inclusion, and Environmental Sustainability. In partnership with the International Olympic Committee, P&G is celebrating athletes and their inspiring acts of good.  
 
Short Films
 
Launched today, the short film “Love Leads to Good” celebrates the important role all parents have in raising their children to be good. The film depicts how the choice to take action to be a good person reflects the lessons we’ve been taught by those who love us.
 
In celebration of the athletes who show their goodness on and off the field of play, P&G also launched the film “Your Goodness is Your Greatness.” Narrated from the perspective of proud parents, the film features Olympic and Paralympic athletes who are leading with love and showing the world that the true measure of greatness is goodness. U.S. athletes in the film include six-time Olympic Gold Medalist Allyson Felix, Track and Field; four-time World Champion Carissa Moore, Surfing; and Olympic Gold Medalist, Elena Delle Donne, Basketball.  
 
“Over the past decade, we have been honored and humbled to tell the stories of amazing athletes and the families who have supported them on the journey to achieving their Olympic and Paralympic dreams,” said P&G chief brand officer, Marc Pritchard. “When those dreams were put on hold in 2020, we were inspired as they moved beyond their own disappointment and stepped up to help others and serve their communities. By putting others above themselves and lending their time, talent, and resources to help those in need – these accomplished athletes show that their goodness is their greatness.” 
 
Both films will appear in full form digitally or in short form on television in more than 15 countries. 
 


Athletes for Good Fund Recipients Announced
 
P&G, the International Olympic Committee, and the International Paralympic Committee also announced the 52 recipients of the Athletes for Good Fund. 
 
Totaling more than $500,000, the Athletes for Good Fund celebrates and fuels the work of Olympic and Paralympic athletes and hopefuls who are partnering with charitable causes to help others and serve their communities in the areas of Community Impact, Equality & Inclusion, and Environmental Sustainability.  
 
Each $10,000 grant goes to the charitable organization the athletes support, contributing to P&G’s Lead with Love consumer campaign commitment of 2,021 Acts of Good in 2021.  
 
The Athletes for Good recipient group includes 28 Olympic athletes and hopefuls, and 24 Paralympic athletes and hopefuls, representing 20 countries, and 25 sports. In all, 11 of the recipients hail from the US., including:  
 

• Melissa Stockwell, Paratriathlon: As the co-founder of Dare2Tri, Melissa helps to enhance the lives of people with physical disabilities and visual impairments through sport. 
• Simone Manuel, Swimming: Works with The Conscious Kid to take action to disrupt racism in young children and promote racial identity development to youth through reading.  
• Helen Maroulis, Wrestling: In partnership with When We Band Together, Helen raises awareness and funds to continue supporting refugees in Lesvos, Greece.

 
Shining a Spotlight on Action for Equality & Inclusion
 
P&G’s global Olympic Games Tokyo campaign also includes a documentary-style film series co-created with the IOC entitled “Good is Gold,” which tells the real-life stories of four Olympic and Paralympic athletes and hopefuls as they take action against bias and inequality. 
 
The “Good is Gold” series includes the stories of Tom Daley (Great Britain, Diving), Zeina Nassar (Germany, Boxing) and two U.S. athletes:  
 
Six-time Olympic Gold Medalist Allyson Felix, Track and Field, who uses her platform to raise awareness of the risks and dangers faced by Black women during pregnancy and childbirth.  

Paralympian Scout Bassett, Track and Field, who defied the odds to become a champion and pays it forward by mentoring young athletes to push through societal barriers.  
 
“In the past, my athletic achievements were my focus and my prize,” said Felix. “While I’m unbelievably proud of and thankful for the medals, the podiums, and the experiences, the birth of my daughter Camryn – the joy of my life – is what helped me elevate my voice to create awareness around the Black maternal mortality crisis. Because of her, and the strong female role models in my life, I choose to put those lessons into action by advocating for Black mothers everywhere.” 
 
Consistent with long-standing commitments, several P&G brands are running Olympic Games programs that support athletes and address important topics like equality and inclusion: 
 

• Always is helping girls stay in sports. They’re teaming up with inspirational women from around the world, including Olympic Gold Medalist Elena Delle Donne, Basketball; Olympic hopeful Mariah Duran, Skateboarding; Olympic Gold Medalist Laurie Hernandez, Gymnastics; Paralympian Scout Bassett, Track and Field; and girls’ education advocate Malala Yousafzai, to showcase the many ways sports can help girls build confidence, shape skills and fuel their future.  
• Secret Deodorant is proud to continue its partnership with Olympic Gold Medalist Alex Morgan, Soccer. Secret is raising awareness for and inspiring others to take action around equal representation and equal compensation. 
• SK-II will set up a #CHANGEDESTINY fund this year, contributing $1 for every view garnered on each SK-II STUDIO film, including one featuring Olympic Gold Medalist Simone Biles, Gymnastics, in support of women in pursuing their destiny to create positive change. The total contribution to the #CHANGEDESTINY fund will be up to $500,000 and participating organizations will be announced at a later date. 

 
In total, P&G and seven of its U.S. brands – Tide, Pantene, Olay, Venus, Always, Secret and SK-II – will partner with 15 Team USA athletes to bring their unique Olympic Games brand campaigns to life. Across the country, P&G and retailers will be partnering to support Team USA through in-store, television and digital campaigns featuring Olympic and Paralympic athletes and a wide portfolio of P&G’s trusted brands. In addition to the Team USA athletes sponsored by its various brands, P&G will also be working with Olympians Sam Mikulak, Gymnastics, Chaunté Lowe, Track and Field, and Jake Gibb, Beach Volleyball, as part of its retail activations.  
 
Uniting to Advance Environmental Sustainability 
 
Lastly, P&G is partnering with the Tokyo Organizing Committee and the International Olympic Committee on The Podium Project. Through this effort, for the first time ever, the Olympic and Paralympic medal podiums are created from recycled plastic sourced from public collection and recovered from the oceans. 
 
The design will be unveiled in June in the lead up to the Olympic Games Tokyo. This project created excitement from Japanese consumers with collection extending to schools, offices and beyond.