Always, Walmart Keep Girls in Sports

Patrycja Malinowska
Associate Director - Content, P2PI
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Building on a history of supporting brands’ period poverty initiatives, Walmart is once again teaming up with Procter & Gamble’s Always, this time for a cause campaign encouraging girls to stay involved in sports that build their confidence.

To that end, the partners donated $250,000 to the nonprofit Women’s Sports Foundation and pledged an additional $1 (up to another $250,000) for every view of a supporting video on the brand’s showcase from Dec. 28, 2020, through Jan. 31. A home page carousel ad spotted on Jan. 11 linked to the destination.

In addition to e-commerce links for Always pads and Tampax tampons, the showcase also delivered tips for girls as well as their parents and coaches on how to nurture confidence. The video and tip sheets were offered in both English and Spanish, and consumers were directed to grow the effort's reach by sharing links to the video and joining the conversation on social media with #KeepHerPlaying.

One of the tip sheets was from Olympic gold medalist Laurie Hernandez, who was enlisted to support the campaign. Hernandez was also depicted on a custom pallet display that plugged the program in Action Alley.

The effort is part of Always' broader Live #LikeAGirl platform, which Walmart has been supporting annually.

“Always has been working with Walmart for more than four years to help girls thrive through our Live #LikeAGirl and #EndPeriodPoverty programs. This time, we are uniting forces again to rally everyone to encourage the girls in their life to keep playing. Their participation leads to developing the skills and confidence needed to do anything they put their mind to,” said senior vice president of feminine care at P&G, Hesham Tohamy, in a media release.