“Tough Love,” P&G's “Thank You, Mom” Campaign to Shine the Paralympics' Moving Stories | Be Korea-savvy

“Tough Love,” P&G’s “Thank You, Mom” Campaign to Shine the Paralympics’ Moving Stories

TORONTO, March 8 (Korea Bizwire) – As the countdown to the start of the Sochi 2014 Paralympic Winter Games  begins, Worldwide Olympic Partner Procter & Gamble (PG) debuts  “Tough Love,” its first spot created specifically for the Paralympics to  continue to raise awareness for the event and the Paralympians who are  among the most inspiring athletes in the world. P&G Canada is proud to  count ice sledge hockey player Greg Westlake as part of the P&G’s family  of Paralympic athletes.

Narrated by Amy Purdy, “Tough Love” celebrates Paralympians and the moms  and families that support them on their journeys. The spot tells the  extraordinary stories of Paralympic athletes and their moms, capturing  their daily courage, determination, creativity, toughness and ultimate  joy when they succeed against great odds. “Tough Love” is part of P&G’s Thank  You, Mom campaign, which also features the “Raising an Olympian  film series, showcasing the journey of 28 world-class athletes,  including Canadian Paralympian Greg Westlake as seen through the eyes of  his mom.

“We’re committed to raising awareness and sharing excitement around the  Paralympic Games,” said Jodi Allen, P&G VP of North American Marketing  and Brand Operations. “No athlete gets to the Olympic or Paralympic  Games alone. This is even more true of Paralympians, whose moms suspend  fear and exhibit tremendous courage and resourcefulness in supporting  their kids’ dreams, day in and day out, even in the face of naysayers.  Through ‘Tough Love’, we want to honour and showcase their stories, and  through them all moms who support their kids’ dreams.”

P&G Canada's "Thank You, Mom" is showing mom's "Tough Love" in the run up to the Sochi 2014 Paralympic Winter Games (image: captured image for P&G's video (Youtube))

P&G Canada’s “Thank You, Mom” is showing mom’s “Tough Love” in the run up to the Sochi 2014 Paralympic Winter Games (image: captured image for P&G’s video (Youtube))

“Tough Love” is inspired by the insight that watching your child  struggle through obstacles is one of the most difficult things a mom  experiences. The natural tendency for moms is to reach out and help,  but moms also know there are times where it’s more important to give  their child the space to grow, become independent, and find their  freedom. This fine line that all moms walk every day is found in extreme  measure in the moms of Paralympians.


P&G sponsored Paralympian Greg Westlake and his mom, Deb Westlake. (Photo: P&G/Business Wire)

P&G sponsored Paralympian Greg Westlake and his mom, Deb Westlake. (Photo: P&G/Business Wire)

“My mom never gave me special treatment; instead she gave me the  opportunity to try whatever I wanted to do,” said Greg Westlake. “It was  this sense of normalcy that helped me get to where I am today and why  ’Tough Love’ really resonates with me.”

“While I was absolutely heartbroken when the doctors told me that Greg  would have to have both legs amputated at such a young age, I didn’t  treat him any differently and instead we tried every able-body sport out  there before he found his love for sledge hockey,” said Deborah  Westlake. “I’m so proud of what Greg has accomplished and I can’t thank  P&G enough for helping us share our story and show the world and other  people facing similar challenges that with a little determination and  some ‘tough love’ amazing things can be achieved.”

In celebration of all that they do, P&G thanked moms of all Canadian  Olympians and Paralympians with a special gift to help them tackle  everyday challenges and give them the means to stay in touch and  connected to their child no matter where they are in the world. Each mom  received a special package filled with her favourite P&G products from  brands like Tide, Crest and Swiffer, as well as a brand new 8-inch  tablet, to help them stay in touch and focused on their child even if  they are almost 10,000 kilometres away.

The “Tough Love” spot is available online on  P&G’s YouTube channel.

“Tough Love” complements P&G’s Olympic film “Pick Them Back Up,” which  launched in January. “Pick Them Back Up” was inspired by the stories of  Winter Olympians who fall thousands of times in the course of mastering  their sports with their moms picking them back up after each fall, each  disappointment, instilling lessons in tenacity and hope along the way.

Since the launch of the Thank You, Mom campaign, the “Raising an  Olympian” videos have collectively garnered more than 26 million views  and the “Pick Them Back Up” spot has been watched by more than 18  million. The campaign is also coming to life through a variety of media  channels and in-store where two million retailers are featuring Olympic  Winter Games-themed P&G products, as well as branded end caps and  displays.

For more information on the P&G Thank You Mom campaign,  including videos, visit www.RaisingAnOlympianFilms.com.

About P&G

P&G serves approximately 4.8 billion people around the world with its  brands. The Company has one of the strongest portfolios of trusted,  quality, leadership brands, including Ace®, Always®, Ambi Pur®, Ariel®,  Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®,  Fusion®, Gain®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Mach3®,  Olay®, Oral-B®, Pampers®, Pantene®, Prestobarba®, SK-II®, Tide®, Vicks®,  Wella®, and Whisper®. The P&G community includes operations in  approximately 70 countries worldwide. Please visit http://www.pg.com  for the latest news and in-depth information about P&G and its brands.

Source: P&G (via BusinessWire)


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