P&G’s “Proud Sponsor of Mums” campaign, a true reflection of modern day motherhood?

P&G’s “Proud Sponsor of Mums” campaign has been cited by many as one of the best Olympic campaigns of 2012. But when we were discussing it in the office the other day the majority of us agree it hasn’t won us over.

The general feeling was that overall the campaign is pretty condescending. It is tagged as a thank you to mums who are, in the campaign’s own words, ‘never the focus’ in their day-to-day lives.

Image from official P&G Proud Sponsor of Mums campaign site

On many levels this concept annoys me and my colleagues singulair 10mg. It plays to the very old fashioned idea that as soon as a woman has a child she gives up her own life and ambitions to become an unpaid servant to her family. This view is actually pretty patronising and I wouldn’t say it is necessarily true of how today’s society functions. What about all the dads getting up early to wash their daughters’ sports kit? Or the high powered execs out there juggling family and athletics of which there are several. Or, of course, the many sportswomen who have children and gold medals at home.

I understand why a company which predominately makes household products would want to glorify domestic servitude, but I think they’d win far more customers by telling it like it is. Buy our products and you can spend far less time doing those boring household chores and far more time with your kids, at work, or if you fancied it, out on the track yourself…