Procter & Gamble (NYSE:PG), a Worldwide Olympic Partner, today announced that due to strong consumer response it has nearly doubled the amount of money the company hoped to contribute to the United States Olympic Committee’s (USOC) P&G | Team USA Youth Sports Fund. P&G launched the fund in April with the goal of raising $500,000 through the London 2012 Olympic Games.
“Consumer engagement in our ‘Thank you, Mom’ campaign has far exceeded our own projections”
The company today also announced plans to raise $25 million globally for youth sports, as part of its 10-year partnership with the International Olympic Committee (IOC). Earlier this year, P&G announced a plan to raise $5 million to support youth sports globally by the end of the London 2012 Olympic Games. This pledge has already been exceeded, with more than $6 million now donated for sports development, school equipment, youth funds and scholarships and places in summer sports camps across the world.
The USOC’s P&G | Team USA Youth Sports Fund is part of P&G’s ‘Thank you, Mom’ campaign and helps moms raise happy, healthy kids by providing broader access to youth sports programs in the United States. Strong consumer engagement in the ‘Thank you, Mom’ campaign has allowed the company to double its original U.S. goal and raise nearly $1 million to provide even more kids greater access to sports. Funds are raised by sales and donations from the Company’s leadership brands including Pampers®, Tide®, Gillette® and Pantene®.
“Consumer engagement in our ‘Thank you, Mom’ campaign has far exceeded our own projections,” said Jodi Allen, Vice President of North American Operations and Marketing at P&G and herself a mom of four. “Using our voice at the Olympic Games to celebrate moms for everything they do to raise great kids, whether they make it to the Olympic Games stage or not, is something that every mom and family understands and appreciates.”
Kerri Walsh, who just yesterday collected her third gold medal in beach volleyball, is both a mom and athlete sponsored by P&G and its Pampers brand. “Sports have played a rich and meaningful role in my life since early childhood and, as a mother, I value the role they play in helping my children have healthy, well-rounded lives. Supporting today’s little athletes, whether or not they grow up to become tomorrow’s Olympians, is essential. Play helps babies develop, just as sports help children learn important life skills and I’m delighted to help P&G and Pampers in their announcement today,” she said.
The P&G | Team USA Youth Sports Fund benefits USOC youth sport organizations across the country and donations are executed through the National Governing Bodies (NGBs) to support their programs for the Olympic and Paralympic Games. Several NGBs will receive grants including Archery, Blind Athletes, Field Hockey, Gymnastics, Swimming, Volleyball (beach and sitting), Water Polo and Wrestling, which will impact millions of kids across the United States.
“On behalf of the United States Olympic Committee, I’d like to thank P&G for their commitment to youth sports through the USOC’s P&G | Team USA Youth Sports Fund,” said USOC CEO Scott Blackmun. “Their donations will help develop the next generation of athletes and spread the Olympic Values of excellence, friendship and respect.”
The USOC’s P&G | Team USA Youth Sports Fund was supported through integration across marketing channels including advertising, public relations, in-store merchandising, mobile, digital and direct mail.