Campaign: Nyad Swim for Relief
Company: Procter & Gamble
Nonprofit Partner: Americares
Launch Date: October 8, 2013
To mark the one-year anniversary of Hurricane Sandy, long-distance swimmer Diana Nyad – fresh off her landmark swim from Cuba to Florida – helps power disaster recovery efforts through a 48-hour test of mental, physical and emotional endurance: the Nyad Swim for Relief. P&G brands such as Duracell, Tide and Secret are underwriting all production costs for the event so all funds raised will benefit the AmeriCares Hurricane Sandy Relief Fund. A 40-yard, two-lane pool is installed in Herald Square for the event, allowing the public to witness Diana’s incredible display of perseverance while learning about AmeriCares important work of rebuilding lives.
While not a traditional cause marketing effort, this high-visibility event demonstrates P&G brands’ support of long-term, ongoing disaster relief efforts while bringing critical, renewed attention to the Sandy recovery efforts. As we recently learned via Cone’s Disaster Relief Trend Tracker, 87% of global consumers want companies to play a long-term role in relief efforts. All around, a creative, attention-grabbing, cause-focused effort.