P&G Unveils Tokyo 2020 Plans - Sponsor Spotlight

(ATR) IOC worldwide sponsor P&G focuses on athletes for its latest Olympics campaign.

The company said the "Lead with Love" campaign is inspired by the many Olympic and Paralympic athletes who are achieving greatness on the field of play while also taking action to make a positive difference in their communities.

P&G debuted two short films on Wednesday highlighting the efforts of athletes.

"Love Leads to Good" celebrates the important role all parents have in raising their children to be good. "Your Goodness is Your Greatness" is narrated from the perspective of proud parents and features athletes including the USA’s six-time Olympic Gold Medalist Allyson Felix, Track and Field; four-time World Champion Carissa Moore, Surfing; and Olympic Gold Medalist, Elena Delle Donne, Basketball.

Both films will appear in full form digitally or in short form on television in more than15 countries.

"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," said P&G Chief Brand Officer, Marc Pritchard.

"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."

P&G’s Athletes for Good Fund has awarded more than $500,000 in grants to the charitable causes supported by 52 Olympic and Paralympic athletes.

The company’s global campaign for Tokyo 2020 also includes a documentary-style film series co-created with the IOC entitled "Good is Gold". It tells the stories of four Olympic and Paralympic athletes and hopefuls as they take action against bias and inequality.

The athletes featured are Tom Daley (Great Britain, Diving), Zeina Nassar (Germany, Boxing), U.S. track and field Paralympian Scout Bassett and Felix.

IPC, Samsung Launch Vlogger Competition

The International Paralympic Committee (IPC) and Worldwide Paralympic Partner Samsung want four vloggers to share unique stories of breaking barriers at Tokyo 2020.

An online competition to select them runs until May 24. All athletes heading to Tokyo, as well as National Paralympic Committee (NPC) team officials, are eligible.

Entrants are invited to create and post a video entry of up to one minute long through https://www.paralympic.org/tokyo-2020/samsung-vloggers or their own social media channels, by tagging Paralympics and using the hashtag #Tokyo2020.

Submissions can be in English or their native language and vloggers are encouraged to embody Samsung’s key campaign message of "Together For One World". The videos must show something unique and engaging about their life.

The winners of the competition will join 14 others on the Samsung Paralympic Vloggers team, including 11 athletes chosen by Samsung and the IPC, and three pre-selected Paralympic Games supporters.

Craig Spence, the IPC’s Chief Brand and Communications Officer, said: "Tokyo 2020 will mark the fifth edition of the Samsung Paralympic Vloggers project where athletes provide exclusive behind the scenes video blogs from the Paralympic Games.

"The content for Tokyo 2020 in particular will be unique as athletes adapt to taking part in a first Paralympic Games during a pandemic."

All content created will be uploaded to the IPC’s YouTube Channel, the IPC website and the respective vloggers’ social media accounts throughout the Paralympic Games, which run from August 24 to September 5.

Feeding the Dream in Canada

Empire, the first-ever Official Grocer of Team Canada, launched the "Feed the Dream" movement this week.

Empire will provide grocery cards to Olympic qualified athletes to redeem for nutritious food at any of Empire’s banner brands, including Sobeys, IGA, Safeway, Foodland and Thrifty Foods. "Feed the Dream" will run throughout the summer and include out-of-home, digital and social engagement, television, with broadcast integrations during the Games, and in-store marketing.

"Many athletes rely on a community of support to nurture their success and we are proud to be a part of this community for Team Canada!" said Sandra Sanderson, SVP of Marketing for Empire.

Canadian Olympic Committee Chief Brand and Commercial Officer Jacquie Ryan adds "Empire’s values have shone bright in the last year, as many athletes have needed support and they’ve stepped up to ensure Canadian athletes continue to get the nourishment they need to train and compete. We can’t wait to celebrate Team Canada – and the communities that nourish them – in Empire’s stores across the country this summer."

Written by Gerard Farek

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