Parents Honored for Promoting Active Lifestyles in Their Local Community
CINCINNATI, Oct 31, 2011 (BUSINESS WIRE) --
This season marks the third year of Procter & Gamble's (NYSE: PG) official sponsorship of the National Football League (NFL). To bring the sponsorship to life, P&G is partnering with NFL PLAY 60 to recognize parents in local communities for their efforts to keep children active.
P&G and NFL PLAY 60 are teaming up to amplify the League's already successful Super School pillar, which chooses 34 Super Schools to honor in the U.S. (32 in NFL markets and two general markets) each football season. The winning schools were selected from a pool of thousands who registered under the NFL's Back to Football Friday contest, which encouraged schools to show their NFL pride and commitment to health and wellness. P&G's alignment with the NFL PLAY 60 Super School program is to establish a unique program extension, finding the ultimate P&G Super Parent. A P&G Super Parent must be an individual who takes a proactive approach in helping children of the school/community achieve and maintain an active lifestyle.
In November and December, P&G and the NFL will be visiting each of the 34 Super Schools with a parental figure (or spouse) of an NFL player who will honor each P&G Super Parent. NFL parental figures and spouses, and P&G Super Parents will share their wisdom for how to raise active kids and present a check for $1,000 to support that school's athletic department. Once all 34 Super School events have taken place, there will be a call-to-action for fans to vote for the Ultimate P&G Super Parent on the Take it to the House Facebook page contest tab. The Ultimate P&G Super Parent will attend the 2012 Pro Bowl in Hawaii to assist in NFL PLAY 60 activities planned.
"P&G's corporate mission is to touch and improve the lives of more people, more completely and this unique program fulfills that purpose by reaching NFL fans in a way that is relevant and meaningful to them," said Anne Westbrook, Corporate Communications Leader, U.S. Sports Marketing at P&G, who is also a mother of two young daughters. "Being a parent, I know how important it is to keep our youth active. With this program, we invite parents to join us in this effort to empower all parents to take a proactive approach in helping their children achieve and maintain an active lifestyle."
Four P&G brands, including Gillette, Head & Shoulders, Prilosec OTC and Vicks are sponsoring the program and will be promoted through an integrated marketing communications plan that includes consumer engagement elements, public relations activities, a social media presence, and a charity component in support of NFL PLAY 60, which encourages kids to get 60 minutes of exercise a day.
For more information on the P&G Super Parents initiative, visit www.facebook.com/TakeItToTheHouse.
Kids and parents can learn more about NFL PLAY 60 at www.NFLRUSH.com