P&g Launches Campaign For GB Families

P&G UK has partnered with the British Olympic Association and British Paralympic Association to create a programme that will support the family and friends of all Team GB and ParalympicsGB athletes – entitled ‘nearest and dearest’.

It’s research shows 78% of retired Olympic and Paralympic athletes said their ‘nearest & dearest’ made a positive impact on their performance.

See what everyone had to say of the launch at SITV.

The programme starts with a regional roadshow across the country and will bring together the family and friends of athletes, giving them advice and help on how they can best support their sons and daughters in the build up to and during London 2012.

P&G will also ensure every athlete’s mum gets to see their son or daughter compete at the greatest show on earth by providing free tickets to their first appearance at London 2012 Olympic and Paralympic Games.

Over 70% of athletes surveyed said that they had tried to obtain tickets for family at previous Olympic Games or Paralympic Games.  

Dave Reddin, Team GB, head of Performance Services, commented: ‘Our focus for next year is to make certain every member of Team GB has the resources and support they need to reach their full potential on the fields of play at London 2012, so we’ve looked at all aspects that can impact that, including the role of the ‘nearest & dearest’. 

‘All our research and discussions with athletes shows that strong, focussed support, not just at the events but all the way through the build-up to next summer, will help our athletes perform at an even higher standard’.

Whilst having the Games held in London will undoubtedly offer fantastic support, it also brings added pressure for the athletes.  

For many London 2012 will be their first ever Games and for all, it will be their first Home Games.  

Mum of P&G ambassador Keri-Anne Payne, Patricia Payne said: ‘Having Keri-Anne compete all around the world, it’s difficult to find the balance between wanting to chat all the time and catch up with her and just leaving her to it; I’m sure other families will have experienced the same thing’.  

‘The ‘nearest & dearest’ programme will therefore give us all advice and help us support our athletes in the best possible way. The fantastic offer of tickets will also, I’m sure, be warmly received by all families’.

For P&G, the ‘nearest & dearest’ partnership forms part of its Proud Sponsor of Mums campaign and helps acknowledge the key role Mums play within the family environment.  

Nathan Homer, Sports Marketing & Olympics project director of P&G UK, added: ‘We have made it our business to help mums and their families in small but meaningful ways through our brands and we’re delighted to support Team GB and ParalympicsGB athletes through their families’.  

‘The programme acknowledges the role of the Mum and family and looks to offer them support of their own with a guarantee of seeing their son or daughter compete’.

The programme will start with the regional roadshows in October 2011, visiting 14 cities around the country and will continue up to and throughout the Games.