The ‘Proud Sponsor of Mum’ campaign gave P&G global brand recognition prior to and during the London 2012 Olympic Games. When the Olympics ended, P&G looked to continue momentum at the Paralympic Games, generally considered the poor relation.

Could P&G create an unforgettable ‘moment’ that rivaled the great triumphs of Olympics building on a campaign that received enormous attention? The campaign was built on a universal truth: the unwavering dedication and love mums have for their children throughout their lives, regardless of their age, as they are always her children. What better way to demonstrate that pride than to arrange for an athlete’s mum to surprise the world and present a Gold medal?

In September, in a world first, P&G mum Catherine McKillop walked out from the tunnel to her stunned son Michael standing on the podium to receive Gold for the 1500m. In that moment, mother and son fought back tears and fell into each other’s arms as she presented him with his gold medal, and the world watched.

Staging this unprecedented moment was a feat of Olympic proportion. The Games Organising Committee had to be convinced. Secrecy from other sponsors had to be ensured. Managing stakeholders including the International Paralympic Committee (IPC), Paralympics Ireland, media and McKillop family to keep the surprise added to this extraordinary challenge.

- This unforgettable stunt was truly a 'What if we could' moment for P&G.

- A world first delivering surprise and delight, the very first objective of any stunt.

So the Olympics had ended, and now it was the Paralympics turn.

P&G Ireland recognized the need to come up with an idea for the Paralympic Games that would create that moment when the world caught its breath.

Working with the International Paralympic Committee, P&G secured the opportunity to do something the Games had never seen before. What if Catherine could walk out and place a Gold medal around Michael’s neck? As tipped, that night in September, Michael won the 1500m. As he took to the podium, he was given the surprise of his life when his mum stepped out to award him his medal.

Live in front of millions of people, the hard work and secrecy had paid off in this world first created by P&G, Proud Sponsor of Mums.

1. P&G achieved a trusted relationship with Paralympics Ireland and McKillop family, giving it unrivalled access

2. In complete secrecy, arrangements were put in place with Catherine and the IPC

3. To maintain interest for an evening event, media were given enough of a carrot promising ‘something truly different’

4. A world-first resulting in extensive coverage including national TV and radio interviews, print and online coverage with headlines including ‘Golden Mum-ent’ and ‘McKillop presented gold…by his mum’

5. Global acknowledgement for P&G for creating this unique event

6. Under P&G’s measurement tools, Irish reach was 2,695,798 and impressions 3,769,797 with extensive international media attention

7. Cemented P&G as the ultimate champion of mums driving awareness and sales globally

8. And a mum, who had watched her son from birth to the biggest achievement of his life, experienced this greatest moment firsthand because of P&G Proud Sponsor of Mums