P&G celebrates strong mums in 2016 Rio Olympics campaign

Procter & Gamble is honouring the emotional strength involved in motherhood in its 2016 Olympics campaign, which broke today - 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.

The activity is for the P&G brand, and features logos for Venus, Pampers, Always, Olay and Gillette, some of which will get individual activations between now and the summer.

"This campaign began with the insight that behind every athlete is an amazing mum," said P&G global brand officer Marc Pritchard.

"Being the proud sponsor of mums is natural way for us to look at the Games because P&G brands are part of the journey mums of Olympians, and all mums, take with their kids every day.

"We see how strong mums 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 mums for the role they play in raising strong children."

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