Procter & Gamble's "Create Heroes" project launches Special Olympics partnership

During the month-long donation drive, kicking off in January throughout the GCC, Procter & Gamble Gulf, for the fourth year in a row, will donate from sales of many of its leading products including: Tide, Ariel, Fairy, Head & Shoulders, Pert Plus, Herbal Essences, Pampers, Olay, Gillette and Braun, to Special Olympics Middle East and North Africa.

"Through these brands we are proud to support Special Olympics MENA and the athletes participating in the MENA Regional Games,"

said Yassin Attas, P&G External Relations Director.

"The 'Create Heroes' campaign is a demonstration of our commitment to communities in this region. By providing children and adults with intellectual disability in the Arab world with opportunities to develop physical fitness and build self esteem, we are helping them become socially productive members of their society. When consumers in the GCC purchase these every day products they are helping to create heroes out of each and every athlete."

"The donation drive, which also invites consumers to put their signature on huge in-store boards, in support of the disability movement, is aimed at raising awareness and educating the public about the intellectually disabled, and how they can help to better integrate these children and adults into society."

This initiative follows on from the 'freeze' that occurred in Mall of the Emirates late last year, where 140 P&G employees froze for two minutes to mark the launch of the umbrella Create Heroes campaign.

"Special Olympics MENA Regional Games is an extraordinary event that brings together talented individuals with intellectual disabilities from throughout the region," said Ayman Abdel Wahab, Special Olympics International Regional Managing Director. "Procter and Gamble's 'Create Heroes' campaign was integral to making this event a reality. We're thankful for the invaluable support we've continued to receive from them, and look forward to our ongoing work with them."

The MENA Games, which is part of the Special Olympics MENA programme, are held every two years.

Hussein Fahmy, Special Olympics Regional Ambassador for the Middle East/ North Africa says: "The Special Olympics plays a huge role in changing the lives of the millions of people with intellectual disabilities across the world. Many remain unaware of the way in which intellectually challenged children and adults, often separated from their communities, spend their lives. Through the Create Heroes Project, which P&G Special Olympics partnership is part of, beneficial awareness is brought to athletes with intellectual disability. Through sport, these athletes are encouraged and given the confidence to achieve."

The funds raised from the P&G Create Heroes campaign will be used to provide specialized training for the athletes and their coaches, improve and source sports training facilities and hold health screenings throughout the region, all of which are crucial to making the MENA Games a success. The Games not only allow Special Olympics MENA's athletes to celebrate their abilities and realize their potential but they also significantly transform communities by opening minds and promoting acceptance.

Celebrating 40 years of worldwide achievements, Special Olympics has helped thousands of people with intellectual disabilities across the region to practise sportsmanship in a spirit of empowerment and dignity. These efforts help change negative attitudes and misperceptions about people with intellectual disabilities, replacing rejection with an emphasis on potential, ability and acceptance.

Procter & Gamble has been a strong and active global partner with Special Olympics International for the past 25 years. This partnership demonstrates Procter & Gamble's commitment and loyalty in supporting a cause that strives to improve the lives of people around the world with intellectual disabilities.