It's an ambitious goal — 2,021 acts of good over the next year. But that's the new campaign Procter & Gamble recently launched, aimed at inspiring people to take action and spread kindness.

The campaign builds on P&G’s support of the United Nations’ Global Goals through Lead With Love, an ongoing campaign that touches on issue areas like community impact, environmental sustainability, and racial equity.

The Lead With Love consumer campaign lives on P&G Good Everyday, an interactive site similar to Global Citizen’s platform that provides opportunities to get involved in and support a number of causes. By taking a quiz to find out what kind of activism best fits your personality, answering a short survey, or scanning receipts with P&G products — like Gillette, Pantene and Oral-B — you can make a difference.

As the world turns to 2021, P&G is committing to lead through acts of good that will have a lasting, positive impact on people and communities around the world.

Each time you take action, P&G will automatically donate to a cause you care about, like helping to donate supplies to frontline workers, and you can earn points to redeem toward rewards for yourself or for P&G to make additional cause donations on your behalf. You also can read articles on P&G Citizenship initiatives like the Children’s Safe Drinking Water Program.

There’s also the Doing Good Bucket List, which encourages people to take small sustainable and inclusive actions in their homes and communities to help create a world that’s more on track to achieve the Global Goals. 

This recognizes the importance of individual action and behavior change in finding solutions to the world’s most pressing issues that P&G and Global Citizen are working to address.

P&G launched a new Lead With Love ad to support the 2021 campaign, highlighting the eight emotions humans are born with and why love is the most powerful. “Emotions” premiered during the Global Citizen Prize show on NBC in December. 

“2020 has brought clarity to what matters and to the role that businesses and brands must play in society,” said Marc Pritchard, P&G chief brand officer. “With advertising that reaches people worldwide, we are choosing to use our voice at P&G and the voices of our brands to spark conversations, open hearts, and inspire people everywhere to take action and to lead with love.”

P&G’s 2021 campaign already involves participation from brands like Pampers, which will donate educational resources to underserved families, and Always as it continues its work to #EndPeriodPoverty worldwide. Tide Cleaners will also contribute to the Acts of Good movement through its Tide Loads of Hope program, which provides free laundry services to communities impacted by disasters. Most recently, Tide and Tide Cleaners served more than 104,000 frontline responders and their families by cleaning more than 1.8 million garments — all for free at Tide Cleaner franchisees in 26 cities.  

“P&G people believe we have a responsibility to society, and we will continue to step up and step forward to use our reach and resources to be both a force for good and a force for growth,” said David Taylor, P&G chairman of the board, president, and chief executive officer. “As the world turns to 2021, P&G is committing to lead through acts of good that will have a lasting, positive impact on people and communities around the world.” 

Global Citizens can choose the causes they want to support, from equality and inclusion to sustainability to community impact, and take action alongside P&G.

To sign up to help P&G Lead With Love, click here. To learn more about Global Citizen’s partnership with P&G, click here.


Demand Equity

How Procter & Gamble Is Committing to 2,021 Acts of Good This Year

By Liza Gellerman