Procter & Gamble: Tough Love

Wieden + Kennedy, Portland have been inspired by the insight that watching a child struggle through obstacles is one of the most difficult things a mother has to go through. The natural tendency for a mom is to reach out and help, to do whatever it takes to protect them. But a mother also knows there are times when it’s more important to give their child the space to grow, to become independent, and to find their freedom. This fine line that all moms walk everyday is found in extreme measure in the mothers of Paralympians.