54m
views across 2x seasons
134%
video view rate
80%
Saw how sport creates real change in communities
66%
positive effect towards P&G after video
CHALLENGE
How do you tell the story of P&G’s Athletes for Good grants in a way that resonates with Gen Z in a crowded content landscape?
APPROACH
Over 23 social films profiling elite athletes from diverse discplines – all united with a sense of driving real, positive change in their communities and causes.
The perfect uplifting, feel-good antidote to doom-filled feeds.
IMPACT
Over 54 million views, 812k engagements & 134% video view rate.
75% better understood how P&G supports athletes creating change beyond sport
A GLOBAL SERIES FOR A GLOBAL INTIATIVE
Shot in over 8 countries across 3 continents, Athletes for Good showcased how athletes around the world to create real change to causes close to their heart, thanks to grants from P&G.
From special lights in pools that can make the sport more accessible to the visually-impaired, to tennis academies for underprivilged children, the series showed that the legacy of athletes can far beyond the sporting stage.
CHANGING P&G’S PERCEPTION AMONGST VIEWERS
“Instead of just being a big brand, they came across as a company that supports athletes making a positive impact in their communities, not just their sporting success. Positively as it was a good video that showed inclusivity and how people can inspire.”
