By Donna DeClemente, Donna's Promo Talk
The second week of the Winter Olympic Games in Sochi are now way underway and Team USA has been amazing as well as many of the other athletes. What I love about the Games the most is hearing some of the personal stories about the athletes. Like Meryl Davis and Charlie White who just claimed the first ice dancing gold medal for USA. They have grown up together and skating since they were three years old. So I can't let these Games go by without writing about Procter & Gamble's “Thank You, Mom” campaign which by all accounts has scored gold.
P&G's “Pick Them Back Up” TV spot taps into such a universal emotion that every time I watch it, I still tear up! Jodi Allen, Procter & Gamble’s VP of North American marketing and brand operations best summarized this as follows: “Mom’s contributions to their kids’ lives are full of incredible sacrifices. We’re so moved by these moms and the way they help their children overcome obstacles to achieve their dreams. We celebrate the person that helped get each athlete there and who picked them up each time they fell — mom!”
Bounty paper towels, one of P&G's many brands, launched a contest as part of their "Bring It" campaign. where they invited sports moms to share how they encourage their aspiring athlete to practice in the home "despite the mess"! Moms posted on Twitter using the hashtag #BringIt to share their messy stories. Bounty received thousands of tweets and had to chose one mom to receive the grand prize which was an ultimate Olympic Games at-home celebration and a year's supply of Bounty.
Molly Woll from Minneapolis, MN, and her story about her 7-year old aspiring athlete daughter won the grand prize. Both were treated to an Ultimate Olympic Winter Games Viewing Party on February 16 in their home. Molly's story described taking her daughter to early morning (and evening) practices, foregoing family vacations to pay for hockey fees and taking on a second job, and even letting her practice inside their home!
For each Tweet, Bounty donated $1 to the P&G Team USA Youth Sports Fund which ended up as a $10,000 total donation to help encourage new Olympians. As part of the "Thank You, Mom" campaign, P&G offered their "Thanks" to all 357 moms of US Olympians & Paralympians with a gift of a $1,000 VISA gift card to help them on their journey to Sochi. Thank you to P&G and all the moms.
As I write this I'm thinking of my own two daughters, and while not Olympic athletes, we are celebrating today the 24th birthday of my first child, Kelsey, who has grown into a beautiful young lady. I believe that I contributed to her being accepted into NYU's Tisch School of Drama and continue in helping to make her dream a reality. Also I am so proud of my other daughter, Alex, who is in her second semester at Veterinary School. We wish you a very happy birthday Kelsey.