One Thank You = One Chance to Win
Nathan Homer, Olympics Project Director, P&G UK and Ireland
We all know how much our mums do for us, how instrumental they are in helping us to be the people we are today – but do we get around to thanking our mums enough? To celebrate and recognise mums this Mother’s Day, we launched an extensive, multi-communication ‘Thank you, Mum’ campaign to engage the nation and inspire a movement to thank mums across the country for Mother’s Day 2012.
Our call to action was, ‘One Thank You = One Chance to Win;’ encouraging people to tell their mum how much they appreciate her to be in with the chance to win a set of family tickets to go to the London 2012 Olympic or Paralympic Games. We also began to establish the ‘Thank you, Mum’ heart symbol as our visual identity across all our campaign communication.
Simply by entering online and saying, ‘Thank you, Mum,’ via video, photo or text message, people could give their mum the gift of a lifetime – four tickets to one of the exciting London 2012 events taking place this summer including the Opening Ceremony, the Closing Ceremony, or even the 100m Athletics Final.
Our ambassadors, former Spice Girl Melanie C and her mum led the call to the nation and talked about each of their experiences of motherhood to bring the campaign messages to life through interviews with national print, online and broadcast media. We then released topical research findings about UK mums’ attitudes and behaviours compared with previous generations and mums across Western Europe to amplify our ‘Thank you, Mum’ message in celebration of International Women’s Day on 8th March.
Our UK team of P&G ambassador athletes also spearheaded the charge to say ‘Thank you, Mum.’ What all of our athletes have in common is that none of them would be here without their mums. Behind every amazing athlete is an even more amazing mum. Each of our GB athletes, including Sir Chris Hoy, Jessica Ennis and Victoria Pendleton, recorded a video thanking their mums for everything they had done to help them get to where they are today and encouraging people to enter the competition for a chance to win.
We hosted the competition on our YouTube site with drivers across online platforms and with our media partners. Its launch coincided with those of our new social media platforms, our YouTube page itself and our presence on Facebook. Facebook is a key platform for mums to maintain relationships online, through either visible or hidden conversations. Our new activity on our UK Facebook page provides us with a great reason to talk to these mums and build or strengthen our relationships and emotional connections with them. Equally, YouTube provides us with a crucial opportunity to gain cut through to a vast and engaged mum and mum thanker audience by offering both brand and advocate created content to them.
Our equity is the mums we help everyday with our products – making their lives that little bit easier. And our Olympic ‘Thank you, Mum’ activity provides us with a real and potent reason to engage with mums and mum thankers. As attention turns to London 2012, we will harness the collective excitement and use our voice as the ‘Proud sponsor of Mums’ to recognise the role of mums and families in helping their kids achieve their dreams.
You can find out more or lend your voice to our ‘Thank you, Mum’ campaign by visiting our YouTube site and viewing some of the competition entries, following us on Twitter or clicking ‘Like’ on our Facebook page.
Olympics Project Director, P&G UK and Ireland
'Being a mum is the best job in the world, but it can also be the toughest. My mum has been a huge support and inspiration to me throughout my life, and now as a mum myself, I appreciate what she has done for me all the more. The report by P&G shows just how much pressure mums are under and how their hard work and sacrifice can sometimes be a thankless task so I’m getting behind the ‘Thank you, Mum’ campaign to encourage more people to tell their mums just how much they appreciate them.'
Melanie C, 'Thank you, Mum' ambassador and mum of Scarlet
'I’d like to thank my mum for all the time she spent ferrying me backwards and forwards from athletics clubs. Thank you Mum.'
Paula Radcliffe, athlete, Fairy and Pampers ambassador
'I’d like to thank my mum for all of the hot dinners that she put on the table for me. Thank you Mum.'
Keri-anne Payne, swimmer, Oral-B and Max Factor ambassador
Images (Click to enlarge)
- Melanie C, ‘Thank you, Mum’ ambassador and mum of Scarlet
- Jessica Ennis, Olay ambassador and Alison Powell’s daughter
- Sir Chris Hoy, Gillette ambassador and Carol Hoy’s son
- Jeanette Kwakye, Ariel ambassador and Rose Kwakye’s daughter
- Keri-anne Payne, Oral-B and Max Factor ambassador and Pat Payne’s daughter
- Victoria Pendleton, Pantene ambassador and Pauline Pendleton’s daughter
- Paula Radcliffe, Fairy and Pampers ambassador and Pat Radcliffe’s daughter
- Jenna Randall, Braun Female ambassador and Nari Randall’s daughter
- Ben Rushgrove, P&G ambassador and Alison Rushgrove’s son
- Liam Tancock, Gillette ambassador and Kim Tancock’s son
- Sophia Warner, P&G ambassador and mother to Lucca and Felix
Videos (Click to watch)