Record donation in P&G’s Paralympic campaign

The charity campaign by Procter & Gamble Hungary took place between July and September 2024. During this period, every product sold at participating retail partners contributed to donations supporting the physiotherapy treatments of Hungarian Paralympians.

The symbolic handover of the donation, exceeding expectations and amounting to 20,796,420 forints, took place at the P&G Hungary office.

Beyond financial support, a key objective of the program was to raise greater awareness of Hungarian Paralympians thanks to the campaign.

The Power of Cooperation Between Customers and Partners

The success of the campaign clearly shows that collaboration between retail partners, the media, and customers for a common goal can yield real results. As Adrienn Montague-Katus, P&G’s Central European Trade Marketing Director, stated:

“This is truly the result of a great collective effort, of which we can all be proud, and we deeply thank everyone who supported the Everyday Champions campaign.”

She added that P&G has been an official sponsor of the Olympic and Paralympic Games for more than 12 years globally, launching several similar charity programs in Hungary.  However, this year’s program surpassed the results of their previous CSR campaigns. Not only was the donation amount unprecedented, but the media coverage achieved during the campaign made it their most successful charity initiative to date.

“The Everyday Champions campaign is not only about supporting para-athletes but also about raising social awareness of the incredible achievements of athletes with disabilities, who serve as an inspiration for all of us.”

– emphasized Adrienn Montague-Katus.

On behalf of the Hungarian Paralympic Committee, László Szabó, President, expressed gratitude not only for the financial support but also for the company’s commitment to shaping public attitudes.

“We are delighted and proud that a significant company like Procter & Gamble Hungary saw value in para-sports and stood by us ahead of the Paris Paralympics. While part of the company’s support is measurable in money, for which we are truly thankful as it ensures a year of physiotherapy treatments for our athletes—essential not only for performance enhancement but also for injury prevention and recovery—the other part, the attention and recognition that our Paralympians received through this campaign, is invaluable to us.”

The campaign’s ambassador was Éva Hajmási, a Paralympic silver and bronze medalist in foil and saber fencing, whose image appeared on all the promotional materials of the campaign.

“It was a great honor for me to represent Hungarian Paralympians in this amazing initiative. I have never experienced such attention before, and I can hardly believe that such a significant amount was raised.”

– highlighted the accomplished athlete.

Creating Value Through the Shopping Process

The Everyday Champions campaign is an excellent example of how social responsibility can be integrated with sales strategies while providing an authentic brand experience. This successful marketing initiative not only boosted sales but also strengthened the connection between customers and the brand.

Further details about the campaign are available at www.everydayme.hu/parasport.