P&G launches very first ‘Anthem for Mothers’

Procter and Gamble (P&G) serves approximately 4.6 billion people around the world with its brands; last year the company launched its global campaign ‘Thank You Mom’, the biggest in P&G’s 175-year history. This year in celebration of mother’s day in Sri Lanka, keeping in line with Sri Lanka ‘Winning Mums’ campaign P&G launches an island wide initiative, the ‘Anthem for Mothers’.

P&G, a company in business for recognising mothers all around the world  calls in the youth of the country to  create the first ever ‘Anthem for Mothers’ to commemorate all Sri Lankan moms.

Using this campaign P&G with the company’s leadership brands including Olay, Whisper, Head and Shoulders, Pampers, Tide, Gillette and Pantene, hopes to use the voice of the youth to thank and appreciate mothers in Sri Lanka by creating an anthem for them.

The objective of the campaign is to find a talented performing artist be it a band singer, a solo artist, a newcomer or veteran, raw or polished to make history as they create an ‘Anthem for Mothers’ paying tribute to the pivotal role a mother plays in the life of a child, recognising the one person that has supported them and cheered for them louder than anyone else.

The grand prize winner will be awarded Rs. 100,000 in cash (plus additional prizes) and a Rs. 100,000 studio contract with individual mentoring by an elite group from a local record company. 

P&G spokespersons said: “We launched the Winning Mums campaign because at P&G we know that mothers play a vital role in raising their kids, especially in a country like Sri Lanka, where a woman is known as a pillar of strength in the family.

“We wanted to do something that would make a significant difference to Sri Lankan moms and appreciate them. What we found was that for all mums the biggest honour was to be a pillar of support for their children, therefore we thought what better way is there for a child to thank their mothers than to use their own talent; this initiative would also drive their creativity by asking them to write and create a song in any language to say thank you to their mother.”

The ‘Anthem for Mothers’ campaign will come to life through a dedicated facebook page www.facebook/PGLanka which will go live from 22 March till May 2013. The campaign invites fans to send in their favourite song from 22 March to 27 April.

During this period fans are requested to write a song in any language that is an anthem for their mother. Fans must then record a minute from their anthem and then upload it onto the P&G facebook page and ask their family and friends to vote for their song.

Of the most voted songs 10 of them on the fan page will be short-listed by a panel of judges, well established in the music industry. Based on the most original lyrics and voice, the three judges in a live judging panel will select a song and an artist each to move onto the next stage and to mentor with the aim of finding the best anthem for Sri Lankan mothers.

Each judge will work for a period of one week with a designated artist, mentoring them creating music productions of high calibre. With live updates on the mentoring process, each artist will have the opportunity to work with the producers to create the perfect ‘Anthem for Mothers’.

The three short-listed artists will debut the final anthem on ‘Mother Day’, 12 May commemorating all mothers.  Voting will commence on 22 May, where fans can decide on the best ‘Anthem for Mothers’ in Sri Lanka.

The campaign launched exclusively online by Procter and Gamble salutes Sri Lankan mothers and gives you the opportunity to tell your mom right now that you love her. The P&G Winning Mums campaign is a great way to thank Sri Lankan mums for their support through the years, recognising the role of moms and families in a child’s success while celebrating their contributions.