BUSINESS

[PyeongChang 2018] P&G spotlights moms, diversity in latest Olympic campaign

By Julie Kim Jackson
  • Published : Nov 14, 2017 - 15:29
  • Updated : Nov 21, 2017 - 17:56
Under the theme of “Proud Sponsor of Moms,” Procter & Gamble recently released the latest video for its “#LoveOverBias” ad campaign, voicing support and appreciation for mothers ahead of the upcoming 2018 Winter Olympic Games in PyeongChang.

“One of the things that is commonly mentioned among various studies on the developmental process of infants and toddlers is the pivotal role of the mother,” said a statement by P&G, an American consumer goods corporation. “While there are many theories and opinions, the common consensus is that the role of mother has a high influence on a child’s growth.”

The corporation’s latest video, titled “Thank You, Mom,” asks viewers to “imagine if the world could see what a mom sees.”

The almost two-minute video shows glimpses of six diverse athletes struggling to overcome societal hurdles and biases while in pursuit of their Olympic dreams. As a whole, the ad shines a spotlight on a plethora of social issues including those related to race, gender, class inequalities, disability, sexual orientation and more.

“Through the stories of these six athletes, the Love Over Bias video illuminates the role of mothers as being the greatest supporters of their children’s potential,” the statement added. “Through the theme of the video, P&G is hoping to send a message that everyone in the world should look at each other through their mother’s eyes.”

According to the company, the ad campaign was inspired by real-life athletes who experienced some form of discrimination growing up, based on a survey conducted by the International Olympic Committee.

The survey by the IOC found that 55 percent of the athletes who participated in the survey had experienced prejudice by others during their formative years. The survey, however, also showed that nearly 99 percent of the respondents said they had gained the strength to overcome hard times thanks to the support of their mothers, who helped make their Olympic dreams a reality.

P&G signed the Olympics partnership with the United States Olympic Committee in 2010. The company is also a worldwide Olympic partner with the IOC until 2020.

By Julie Jackson (juliejackson@heraldcorp.com)