It is said that your parents are always there for you, providing safe haven when times are tough and never rushing to judge.
When Katie Taylor suffered defeat at the Olympic Qualifiers earlier this month the sporting nation took a sharp intake of breath. Katie Taylor doesn’t lose. That’s the unwritten rule that we take into major Championships and Olympic Games.
We comforted ourselves with the thought that there is still another chance to get to Rio, and then moved on to the next sporting flare.
It’s likely though that Taylor will have done what all kids do, and turned to her Mum for a word of encouragement and a quiet moment away from the cameras.
Nervous
The marketing department at Procter & Gamble will have been more nervous than most then taken comfort from the fact that vulnerability is not the worst attribute in a role model.
Yesterday they had all gathered themselves and were ready for the announcement that Taylor was to front the companies ‘Thank You, Mum’ campaign for the Rio Olympics, a repeat of the same relationship that worked well for London in 2012.
The campaign will highlight the role of families and Mums in particular behind the scenes of getting to the Games and, in the greatest of cases onto the podium.
The firm was behind the emotional presentation of Michael McKillop’s Gold Medal at the Paralympic Games by his Mum and the same theme is being repeated now for Rio.
There will be a P&G Family Home in the Olympic Village, serving as a ‘home away from home’ for mums and families to relax, watch the Olympic Games and enjoy the camaraderie of their fellow families.
Research
The company will roll out product packaging and in store displays behind the campaign over the coming weeks and also supported it with a small scale research campaign which reveals that 78% of Irish mums feel they are doing a great job raising their children especially when it comes to bring the primary caregiver and making decisions about how their child is raised.
“It’s an honour to be part of the “Thank You, Mum” campaign which is celebrating mums of Olympians from across the globe,” said Bridget Taylor.
“I’m looking forward to working with Procter & Gamble, alongside my daughter on the road to the Rio 2016 Olympic Games.”
“I am proud to be working with P&G again ahead of the Rio 2016 Olympic Games,” added Taylor herself.
Dreams
“Not only has my mum been a huge influence and support but she has been a driving force and inspiration in helping me realise my dreams.”
“It means so much to me that P&G’s Thank You Mum campaign recognises her and all Irish mums in everything they do for us.”
“P&G brands are committed to giving mums the best, each and every day,” said Laura McIlwaine, Brand Manager, P&G Ireland.
“Not just mums of Olympians but all mums, around the world. Our brands live in the everyday moments that make up the journey all mums take with their kids, so that’s why when we partner with an athlete, we also celebrate the mum who raised them.”
Now all we, and P&G need is for Taylor to make it onto the plane for Brazil…
