Mothers love their kids unconditionally, and it’s that love that overcomes bias, that lifts children up when they’re knocked down, that builds them back up when they face prejudice or discrimination.

If everyone saw each other the way mom’s see their children — as limitless — the world might be a slightly easier place to navigate.

That’s the point Procter & Gamble’s new video makes.

Everyone is faced with adversity at some point in their lives, especially athletes as they chase their Olympic dreams. In fact, 55% of Olympians said they felt prejudice or judgement from others growing up, according to a survey conducted by the International Olympic Committee for Procter & Gamble.

But whether that prejudice had to do with race, gender stereotypes within a sport, or sexual orientation — more than half of the athletes surveyed said their mom was their greatest supporter, pushing them to succeed in the face of biases.

Inspired by the personal journeys of athletes like Michelle Kwan, whose family dealt with financial hardships, and Zahra Lari, the first figure skater to compete in a hijab, the video spotlights the different biases real athletes — supported by their moms — have had to overcome as they worked to become the best in their sports. The short film is the latest installment in Procter & Gamble’s “Thank You, Mom,” campaign and highlights athletes practicing winter sports, ahead of next year's Olympic Winter Games in PyeongChang.

 “My mom’s unconditional love and support was critical to helping me rise above any judgments I may have faced from others,” Olympic medalist Michelle Kwan said. “We didn’t have all the resources that some of my competitors had, but we made the most out of our opportunities and got through it together.” 

Kwan said Procter & Gamble’s “Love Over Bias” clip reminded her of her own journey and the challenges she conquered.

Ninety-nine percent of athletes surveyed said that their moms believing in them helped them become Olympic athletes — but moms shouldn’t be the only ones who see their children’s full potential without bias.

Procter & Gamble hopes to foster more open dialogue about issues, like biases, that hold people back and perpetuate inequality. And “Love Over Bias,” directed by Alma Har’el, is a part of the company’s larger effort to encourage conversations about important issues like gender stereotypes and other forms of discrimination.

 “At P&G, we aspire to create a better world for everyone — a world free from bias, with equal representation, equal voices and equal opportunity,” P&G Chief Brand Officer, Marc Pritchard said. “When the world is more equal, society is better and it leads to economic growth. Unfortunately equality is limited by biases, and we recognize we can use our voice to be a force for good and shine a light on the bias that limits human potential.”

To discover more, visit and join the conversation using #LoveOverBias.


Demand Equity

If People Saw Each Other as Their Moms See Them, Here’s What the World Could Look Like

By Daniele Selby