THE WHAT? Procter & Gamble has announced the release of its Tokyo 2020 Olympics Campaign, which shines a spotlight on the Olympic and Paralympic athletes who are not only achieving greatness in their sport but also taking action for good.

THE DETAILS The US FMCG giant has launched two new campaign films, Love Leads to Good, which celebrates the role parents play in teaching their children to be god people, and Your Goodness is Your Greatness, which is narrated from the perspective of proud parents.

Together with the International Olympic Committee and International Paralympic Committee, P&G has announced the recipients of its Athletes for Good Fund too – a US$500,000 pot celebrating and fuelling the work of Olympic and Paralympic athletes and hopefuls who are partnering with charitable causes.

THE WHY? Marc Pritchard, P&G Chief Brand Officer commented, “Over the past decade, we have been honored and humbled to tell the stories of amazing athletes and the families who have supported them on the journey to achieving their Olympic and Paralympic dreams. When those dreams were put on hold in 2020, we were inspired as they moved beyond their own disappointment and stepped up to help others and serve their communities. By putting others above themselves and lending their time, talent and resources to help those in need – these accomplished athletes show that their goodness is their greatness.”