This campaign was the UK activation of P&G's groundbreaking ten year sponsorship deal with IOC under the campaign headline - 'P&G - Proud Sponsor of Mums' for London 2012 Olympic and Paralympic Games. Hill and Knowlton developed a credentialing phase to demonstrate that P&G has been supporting mums in the UK for more than 80 years. This included commissioning and announcing an in-depth research report on the 'Changing Face of Motherhood' since 1930, and screening a 'Making of Modern Mum' documentary to key media and influencers.

To promote P&G's first UK advertising campaign talking to consumers as the company behind their favourite brands.

A Corporate leadership programme and consumer PR activity supported P&G's first ever UK advertising campaign talking to consumers as the company behind their favourite brands. The campaign promoted P&G's sponsorship of the London 2012 Paralympic Games and hosting a VIP experience for mums of Paralympic athletes at Super Saturday, a family friendly festival celebrating Paralympic sports. Hill and Knowlton announced all of the GB athletes who will be P&G brand ambassadors for London 2012 inc Sir Chris Hoy for Gillette, Mark Cavenish for head&shoulders & Jessica Ennis for Olay

Nearly 1 billion earned UK impressions since March 2011.

Irwin Lee, Vice President and Managing Director, P&G UK and Ireland said, "At P&G, we are committed to improving lives through our products and the IOC stands for improving lives through sport. This partnership gives us an unparalleled opportunity to connect with billions of people around the world and deliver an unprecedented consumer reach for our entire portfolio."