P&G celebrates the impact of athletes beyond the track, Brands and ESG

Procter & Gamble (P&G), manufacturer of consumer products of well-known brands such as Dodot, Fairy or Ariel, today launched its campaign for 2020 Tokyo Olympicsinspired by the many Olympic and Paralympic athletes who have stepped up for the greater good through their actions, making a positive difference in their own communities and the world.

These athletes star in the most recent chapter of the company at a global level, “Lead with love”, which brings together P&G’s sustainability efforts, based on the impact on communities, equality and inclusion and environmental sustainability. With the latest activation of this campaign, P&G, in collaboration with the International Olympic Committee (IOC), is using the platform of the Olympic Games to accelerate and inspire positive action.

The short film “Your Goodness is Your Greatness”, launched today by the company, highlights athletes who show their greatness inside and outside the stadiums. Narrated from the perspective of proud parents, the short features Olympic and Paralympic athletes who embrace the spirit of Lead with love. Among the athletes who participate in the short are the American athlete Allyson Felix, a six-time Olympic gold medalist; the American basketball player and Olympic gold medalist Elena Delle Donne or the two-time gold medalist in wheelchair tennis at the Paralympic Games, the Japanese Shingo Kunieda. It should also be noted that this short is based on the iconic P&G campaign in the previous JJ. OO, “Thank you Mom” ​​and includes a call to action to “lead with love” through positive action. The spot will appear in its entirety in digital format or as a short film on television in more than 15 countries.

Athletes for Good Fund: the social causes supported by athletes

P&G, the IOC and the International Paralympic Committee (IPC) have already announced the 52 beneficiaries of the Athletes for Good Fund. After learning firsthand the stories of athletes taking positive action in their communities, P&G was inspired by those actions and wanted to promote that social impact and give it new momentum. With a total of more than 500,000 dollars, this support fund promotes the work of athletes associated with charitable causes around the worldand that, in different ways, collaborate in the impact on communities, equality and inclusion and environmental sustainability.

The contributions will be in the amount of $10,000 and will go to the charity that the athletes have chosen to support, contributing to the commitment of P&G’s global sustainability program, Lead with love, which contemplates the realization of 2,021 positive impact actions in 2021, 21 of which will be held in Spain. The group of recipients of the Athletes for Good Fund includes 28 Olympic and 24 Paralympic hopefuls, representing 20 countries and 26 sports. These are some of the selected ones:

  • Pamphinette Buisa: This Canadian rugby player has partnered with SOLID Outreach, which offers health education services and support to reduce harm associated with drug use.
  • Kim Daybell – This British Paralympic table tennis player spent most of 2020 working full time as a hospital doctor on the front lines of the NHS battle against COVID-19.
  • Helen Maroulis: The American fighter raises funds and awareness to continue supporting displaced people and refugees in collaboration with When We Band Together.
  • Saúl Craviotto: Saúl joins World Central Kitchen and thus supports the work of providing food to those affected by natural disasters and the economic crisis. In addition, the Spanish canoeist frequently travels around the world to join those who are fighting on the front lines to alleviate the effects of these situations. This year, due to the COVID-19 crisis, Saúl returned to his police post to help fight the pandemic in Spain.

Putting the spotlight on equality and inclusion

P&G’s global campaign for the Tokyo 2020 Olympic Games includes a series of documentary-style audiovisual pieces co-created with the IOC, titled Good is Gold, which tell the moving stories of four aspiring Olympic and Paralympic athletes as they fight against prejudice and inequality.

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