TORONTO--(BUSINESS WIRE)--As the countdown to the start of the Sochi 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 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.”
“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.
“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.
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