P&G's global campaign for the London 2012 Olympics: "Proud Sponsor of Moms" engaged Israeli mothers with the message that behind every talented and devoted Olympic athlete there is an equally talented and devoted MOM.

To tell the story of the moms we have launched the first branded entertainment documentary series in Israel: The MOMumentaries project. The MOMumentaries Project tells the story of these incredible lives through a mother’s eyes. The sacrifice and devotion it requires, the recognition of the spark, the hope and guidance provided and the unconditional love regardless of success or failure.