THURSDAY 19 AUG 2021 9:49 AM


To celebrate the Olympic Games, Proctor & Gamble created a short documentary style video highlighting the maternal mortality crisis facing black women. Through focused storytelling, USA Olympic Gold athlete, Allyson Felix, shared her emotive and inspirational story.

The video is part of parent company Proctor & Gamble's wider ‘Good is Gold’ campaign, which uses the Tokyo Olympic Games 2021 as the backdrop to tell the story of athletes that have taken action against bias and inequality. The video series provides a platform for athletes to share the ways they have achieved greatness outside their sporting career. 

Women of colour are almost four times as likely to face complications or even death in childbirth. Using a blend of interview clips and natural video footage, combined with archive film and photography, Allyson Felix explains her struggles with pre-eclampsia during pregnancy. Felix then explains what motivated her to act and campaign for improved awareness and support for the black maternal mortality crisis.  

Pampers’ brand purpose is to support the development of mothers and babies – regardless of race. The video creatively combines the issue of racial inequality with Pampers own brand identity, as a provider of baby and toddler products, to ensure the campaign feels authentic and relevant to its audience.

Alongside the video series, Pampers created the Athletes for Good Fund which supports those athletes striving to make a positive social change. In partnership with the International Olympic Committee and the International Paralympic Committee, $500k in grants were given to charitable causes across community impact, equality and inclusion, and environmental sustainability.

The video works on several levels to promote positive social change, highlight the brand’s support for racial equality and ensure the company is involved in the Olympics conversation. The campaign ran across TV, digital and social channels throughout the lead up and duration of the Tokyo Olympic Games 2021.