P&G / THANK YOU MOM

MY MOM’S UNCONDITIONAL LOVE AND SUPPORT WAS CRITICAL TO HELPING ME RISE ABOVE ANY JUDGEMENTS I MAY HAVE FACED FROM OTHERS.

The film, follows the Olympic Games journeys of four mothers and their children, showing the moments 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 sporting stage the Olympic Games. The critically acclaimed films from P&G’s previous Olympic Games campaigns, “Pick Them Back Up”, “Kids” and “Best Job”, are among the most-viewed Olympic Games videos of all time.

“WE SEE HOW STRONG MOMS 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.” Says Marc PritchardP&G GLOBAL BRAND OFFICER

“This campaign began with the insight that behind every athlete is an amazing mum,” says Marc Pritchard, P&G Global Brand Officer, “Being the Proud Sponsor of Moms is the natural way for us to look at the Games, because P&G brands are part of the journey that mums of Olympians, and all mums, take with their kids every day. We see how strong moms 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.”

As part of P&G’s dedication to bringing the best to mums around the world each and every day, P&G brands will partner with Olympians and their mums on their journey to the Olympic Games Rio 2016 across 21 countries around the world.

More than 18 P&G brands will launch their own Olympic Games campaigns. Earlier this month, Gillette launched Perfect Isn’t Pretty, partnering with popular athletes from around the world including Neymar Jr (Brazil, Football), Ashton Eaton (USA, Decathlon), Ning Zetao (China, Freestyle Swimming) and Andy Tennant (Great Britain, Team Pursuit Cycling) to tell stories of their journeys to be the best in the quest for gold.

“Strong” explores the simple human truth that the daily courage moms show echoes at critical times throughout their kids’ lives. The film follows the Olympic Games journeys of four moms and their kids, showing the moments, both large and small, when a mother’s strength makes all the difference, and building to the moment each child summons their own courage on the world’s biggest stage the Olympic Games.

“Strong” was directed by Hollywood director Jeff Nichols, whose work includes the recently released and much talked about film, Midnight Special. “Strong” will appear in full form digitally as a two-minute video or in short form on television in more than thirty countries.

“This campaign began with the insight that behind every athlete is an amazing mom,” said Marc Pritchard, P&G Global Brand Officer, “Being the Proud Sponsor of Moms is a natural way for us to look at the Olympic Games because P&G brands are part of the journey moms of Olympians, and all moms, take with their kids every day. We see how strong moms 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 moms for the role they play in raising strong children.”

IT’S NOT JUST SIMPLY WHAT MOMS SAY OR DO, IT’S WHO THEY ARE

• 91% want their children to feel their presence and the impact of their parenting even when they can’t be together
• 63% of moms agree it’s more important to set a good example for their children than to be involved in every single aspect of day-to-day caring of their children
• After becoming a mom, women said that they appreciated their own mothers more, recognizing her patience (59%), empathy (48%) and emotional strength (52%)
• 73% agree motherhood is more complex today than it was in the past
• Nearly all moms (98%) admitted that they did not anticipate the demands of motherhood with nearly two thirds agreeing that they needed to develop greater emotional strength once they became a mom
• Those who receive help with day-to-day care for their children (51%) still feel they’re successfully leading their family (84%)

As part of P&G’s dedication to bringing the best to moms around the world each and every day, P&G brands will partner with Olympians and their moms on their journey to the Rio 2016 Olympic Games. Some of these athlete and mom partnerships include:

• Allyson Felix (USA Track & Field — sprinter, four-time Olympic gold medalist) and her mom, Marlean Felix
• Ashton Eaton (USA Track & Field — decathlon, Olympic gold medalist) and his mom, Roslyn Eaton
• Dana Vollmer (USA Swimming, four-time Olympic gold medalist) and her mom, Cathy Vollmer
• Gabby Douglas (USA Gymnastics, two-time Olympic gold medalist) and her mom, Natalie Hawkins
• Simone Biles (USA Gymnastics, three-time all around world champion) and her mom, Nellie Biles

“Here’s to strong women…May we know them, may we be them , may we raise them…!!!!!” — Unknown

Supervisors : Betty Tsakarestou Dimitra Iordanoglou Lina Kiriakou

PRocrADstinators Team : Eirini Tsv Vickie Gatsiou Mpleona Tzaka Maria Hanioti Aristea Papadopoulou Antzela Golikai , Angela Douka.