THE WHAT? Procter & Gamble has teamed up with U.S. retailer Walmart via its Always brand to launch the #KeepHerPlaying campaign, which aims to encourage girls to stay in sports as part of their personal growth.
THE DETAILS The companies are working with Olympic gold medal gymnast Laurie Hernandez to promote the initiative, with Always and Walmart having donated $250,000 to the Women’s Sports Foundation (WSF) to help girls stay in sports.
The two companies will also donate an additional $1, up to a potential total donation of half a million dollars, for all views of the campaign video on Walmart’s website up until 31st January.
According to a press release, “Research has shown that girls benefit heavily from sports, with leadership, confidence and teamwork as three of the top benefits reported. This is especially important now, with more than 1 in 3 young people feeling less confident as a result of missing out on after school activities, like sports, since the COVID-19 pandemic began. Always and Walmart are on a mission to help girls feel supported and confident to keep playing.”
THE WHY? Looking to support the WSF through the financial contributions, Always and Walmart are using their contribution to ‘help to increase their impact even more.’
Hesham Tohamy, Senior Vice President Feminine Care Procter & Gamble, said, “Always has been working with Walmart for more than four years to help girls thrive through our Live #LikeAGirl and #EndPeriodPoverty programs. This time, we are uniting forces again to rally everyone to encourage the girls in their life to keep playing. Their participation leads to developing the skills and confidence needed to do anything they put their mind to. Ultimately, it’s not how far she gets in sports, but how far sports can take her.”