P&G teams up with Biedronka and the Polish Olympic Foundation to Inspire Young Champs
Procter & Gamble:
Going for gold
Empowering the next generation through sports and teamwork!
"Dzień na medal" (“A Medal-Worthy Day”) is a collaborative CSR campaign launched by Procter & Gamble, the Polish Olympic Foundation, and Biedronka – one of the biggest retailers in Poland. This initiative aimed to promote physical activity among elementary school students across Poland by providing financial support for various sports-related projects. The campaign, which ran from May 19 to August 9, 2022, was driven by the shared goal of fostering a healthier and more active generation through enhanced sporting opportunities in schools.
The campaign’s objective
The primary aim of "Dzień na medal" was to encourage physical activity in elementary schools by funding initiatives that would improve sports education and facilities. The initiative sought to
Promote Physical Activity: Encourage schools to increase sports participation and physical education.
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Support Schools: Provide financial backing for sports classes, camps, facility upgrades, and equipment purchases.
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Engage Communities: Involve local communities and raise awareness about the importance of physical activity for children.
Partners and Campaign
The campaign was centered around the "EverydayMe Poland" hub where P&G brands communicate with their customers, which served as the primary platform for information, submissions, and updates related to the initiative.
Key campaign components
Eligibility: Over 150 schools were invited to apply for financial support for sports classes, sports camps, facility upgrades, and new equipment. Chosen schools received a total grand of 500.000 Euro.
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Voting Mechanism: Community involvement was crucial; over 15,000 votes were cast during the campaign period to support various projects.
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Engagement Metrics: The campaign attracted 10,000 new users and generated significant interaction through its Landingpage and newsletter.
Impact and achievements of "Dzień na medal"
Funding Allocation: The initiative facilitated the creation of new sports classes and camps, modernized school sports facilities, and provided necessary sports equipment.
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Community Involvement: The campaign received high engagement, with nearly 50,000 Landingpage views and a notable newsletter open rate of 20.42%.
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Regional Reach: Winners were announced across 16 regions, showcasing the widespread impact of the initiative.
Future directions of “Dzień na medal"
The success of "Dzień na medal" has set a precedent for future initiatives aimed at supporting physical activity in schools. Success stories and detailed results from the campaign shared in 2023, highlighting the positive outcomes and inspiring further community involvement.
"Dzień na medal" effectively demonstrated the power of collaboration in driving positive change. By leveraging the strengths of Procter & Gamble, the Polish Olympic Foundation, and Biedronka, the initiative achieved significant impact in promoting physical activity among Polish students, ultimately contributing to healthier and more engaged communities.
