Procter & Gamble Commits to 2,021 Acts of Kindness
In a new campaign to do good, P&G leads with love.
Procter & Gamble has been a household name for 181 years. Be it fresh Tide® detergent, squeaky-clean Ivory® soap, or the manly smell of Old Spice®, P&G products have been in homes for generations. And this giant corporation is continuing to create warmth and trust by pledging to do 2,021 acts of kindness for 2021.
The company’s campaign, called Lead With Love, was unveiled in December, 2020 with a sentimental video showing babies and young children expressing eight emotions. The most powerful emotion, they say, is love. “Let’s bring more of it in the world,” the video concludes. “Let’s lead with love.”
Marc Pritchard, Procter & Gamble’s chief brand officer,said in a company press release, “With advertising that reaches people worldwide, we are choosing to use our voice at P&G and the voices of our brands to spark conversations, open hearts, and inspire people everywhere to take action and to lead with love.”
The company invites consumers, employees, and partners to join in, promising to improve equality, acceptance, local communities, and the environment. Matching a product with a cause, P&G is able to reach far through various campaigns. According to MSN News, P&G will announce new programs throughout the year, as well as continue working on existing successful campaigns.
For example, the Pampers® Bright Beginnings program has pledged 400,000 books and educational resources to babies and their families and supplied grants to hospitals; Pantene® has been matched with removing social and cultural biases; and Always® is focused on helping young girls face puberty confidently.
Consumers can support Lead With Love through the P&G Good Everyday rewards program. They collect points and when they redeem them, the company will make a donation to a P&G cause that speaks most to the consumer.
P&G is committing to carrying out even more good deeds. Under its Lead With Love campaign, the company plans to do 2,021 “acts of good” in 2021. This includes additional donations to Covid-19 relief efforts, along with a number of brand-specific programs. https://t.co/qsQPZV3tW4
— Adweek (@Adweek) December 23, 2020
Procter & Gamble CEO David Taylor explained in the press release, “P&G people believe we have a responsibility to society, and we will continue to step up and step forward to use our reach and resources to be both a force for good and a force for growth.”
The company has already stepped up by responding to needs during the coronavirus pandemic. To help, they donated more than 40 million period products, gave tens of millions of dollars of relief, and ensured that personal protective equipment reached underserved communities. Aside from providing relief in times of natural disaster, Tide® Loads of Hope campaign has given free laundry services to first responders and their families.
P&G is leading with love, showing what it means to care. And 2,021 good deeds are an important initiative on this path. Looking towards the future, P&G recently pledged to be carbon neutral by 2030. According to a P&G blog, “It’s Our Home” campaign was accelerated by the pandemic after the corporation saw the intrinsic connection between health of the planet and health of the people.
With P&G products reaching five billion people worldwide, the company is poised to make a real change in improving the lives of generations for years to come. As the company says, “It’s our planet. Our home. And our window is now.”
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