P&G teams up with Muscular Dystrophy for TV campaign

Procter & Gamble is teaming up with the Muscular Dystrophy Campaign to launch a national television campaign to raise funds for the charity.

The ads, created by Saatchi & Saatchi, will air this month and feature Libby Smalley and Ronak Patel, two children with the muscle disease.

P&G will also donate 5p from every sale of its products at Tesco stores, across 15 of its leading brands including Pampers, Bold and Gillette.

The ad aims to drive awareness of the charity and the partnership with P&G and Tesco in a bid to raise £300,000 to fund support and equipment for sufferers of the condition.

Tesco made the Muscular Dystrophy Campaign its charity of the year in 2009 and staff and customers helped raise £3m for the “Giving children equipment to be independent” campaign.

Janette Butler, P&G community relations manager, says: “We are hugely proud of our work helping children in need around the world through our ‘Live, Learn and Thrive’ programme. We are delighted to use the strength and reach of our brands to raise public awareness and engagement in this fantastic cause. Together, with Tesco and our consumers, we can make a real difference to the lives of children like Libby and Ronak who need it the most”

The brands included in the fundraising campaign are: Ace, Always, Bold, Fairy, Febreeze, Gillette, Head& Shoulders, Herbal Essences, Lenor, Olay, Oral B, Pampers, Shockwaves and Tampax.



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