P&G Partners London Mayor For Olympic Capital Clean Up

A quick vacuum before the in-laws come to stay is one thing, but what do you do when the entire world comes to your place to watch The Olympics?


A three month deep clean!


The Mayor of London Boris Johnson joins forces with Olympic Games Worldwide Partner Procter & Gamble for the P&G Capital Clean Up.


The objective is to ensure that the UK capital city makes a good impression for this summer’s Olympic and Paralympic Games.


Throughout April, May and June, in the lead up to the Great Show On Earth, a series of clean up events have been designed to bring Londoners together to ensure that even neglected areas of the city will shine for the Games


A campaign fronted by Ashes To Ashes actress Keeley Hawes and backed by P&G, the Mayor and the Greater London Authority, will see around 1,700 community champions dedicate 5,000 cleaning hours to transform the city’s streets and parks.


Originally an annual programme (now in its fifth year), this year’s turbo-charged programme revolves around 20 events committed to clearing 1,000 bags of litter, removing unsightly graffiti, and restoring swathes of habitat.


The public can get involved by signing up to participate in one of the organised clean up events at www.pgcapitalcleanup.com


P&G is placing a suite of its best known household brands at the forefront of the initiative – including Flash, Febreze and Ariel detergent and stain remover.


Flash is being used to create shining landmark images on the Southbank, Febreze is creating a series of Fresh Havens (to help those in London this summer breathe more easily), while Ariel is trying to make the city stain free through the ‘Love Clean London’ app (a call to action for Londoners to report grime and stains across the capital).


“We’re committed to helping London look its best ahead of London 2012 when the world’s attention will be on our Capital,” said Irwin Lee, P&G UK & Ireland Vice-President & General Manager. “Over the coming weeks, thousands of volunteers will roll up their sleeves to help make London a cleaner, fresher, stain free place and we hope that through the efforts of the P&G Capital Clean-up, the rest of the world will feel the pride that we all share for this great city.”


The Mayor of London Boris Johnson said: “The eyes of the world will be focused firmly on London this summer, so I want the capital to look its best.”




This isn’t just about the world’s TV cameras descending on London in the summer, but also an attempt to generate a spirit of pride amongst the city’s denizens.


Something that will then amplify the celebratory atmosphere on London’s streets through the Games.


One imagines that this is something of a Herculean task for P&G. Not least because its 10-year global IOC partnership might see it committed to deep cleans in Sochi 2014, Rio 2016, Pyeongchang 2018 and the 2020 Games as well.


The programme will, of course, run in parallel with P&G’s umbrella international ‘Proud Sponsor of Moms’ Olympic work.











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