Procter & Gamble Shines Spotlight on U.S. Paralympians with Debut of “Tough Love,” the Latest Chapter in the Thank You, Mom Campaign

Paralympic athletes take center stage as Procter & Gamble showcases their extraordinary stories in their courageous journeys to the Paralympic Games

CINCINNATI--()--As the countdown to the start of the 2014 Paralympic Winter Games begins, Worldwide Olympic Partner Procter & Gamble (NYSE: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 is proud to count snowboarder and Duracell® athlete Amy Purdy, sled hockey player and Bounty® athlete Taylor Lipsett, and alpine skier and Tide® athlete Caitlin Sarubbi, as part of the P&G 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 Paralympians Amy Purdy and Taylor Lipsett, as seen through the eyes of their moms.

“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 honor and showcase their stories, and through them all moms who support their kids’ dreams.”

“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.

“‘Tough Love’ offers a true representation of the type of unwavering love and support I received from my mom when I lost my legs, which is why I wanted to provide my voice for the spot,” said Amy Purdy. “I’m thrilled to be a part of the P&G family because not only are they showcasing the Paralympics around the world, but they are also supporting Paralympic athletes and celebrating the huge role our moms have played in our success.”

“After Amy survived her illness and lost her legs, I wanted her to know that she could still be the athlete she wanted to be,” said her mom, Sheri Purdy. “I can’t thank P&G enough for showing the world that Amy and all of the other Paralympic athletes are incredible competitors who overcame huge obstacles and just want to be known as athletes.”

To provide ongoing support for the development of future Paralympic athletes, P&G will donate $100,000 directly to the USOC Paralympic Champions Fund. Like the P&G Team USA Youth Sports Fund, this donation will go to a program that identifies, supports, and trains new talent, encouraging young para-athletes to fulfill their dreams.

P&G also thanked all 314 moms of U.S. Olympians & Paralympians by presenting them with a $1,000 VISA gift card to help them on their journey to Sochi, because after all the hard work, some moms can’t afford to be there to watch their child compete.

The “Tough Love” spot will debut as a television film in the U.S. beginning on February 19th during the Olympic Games coverage. The spot will also be 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 9 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.

Contacts

P&G Communications:
Onsite Sochi Contact:
Julia LaFeldt, +1-513-888-2198
lafeldt.j@pg.com
or
US Contact:
Sarah Pasquinucci, 513-983-2324
Pasquinucci.sm@pg.com
OR
Marina Maher Communications – Ketchum Sports & Entertainment:
Onsite Sochi Contact:
Sofia Lombardo, +7-938-454-3506
Sofia.Lombardo@ketchum.com
or
US Contact:
Ronna Waldman, 212-485-6907
Rwaldman@mahercomm.com

Paralympic Snowboarder Amy Purdy, narrator of the film “Tough Love” (Photo: Business Wire)

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Contacts

P&G Communications:
Onsite Sochi Contact:
Julia LaFeldt, +1-513-888-2198
lafeldt.j@pg.com
or
US Contact:
Sarah Pasquinucci, 513-983-2324
Pasquinucci.sm@pg.com
OR
Marina Maher Communications – Ketchum Sports & Entertainment:
Onsite Sochi Contact:
Sofia Lombardo, +7-938-454-3506
Sofia.Lombardo@ketchum.com
or
US Contact:
Ronna Waldman, 212-485-6907
Rwaldman@mahercomm.com