• by Tanya Gazdik , March 9, 2010

Procter & Gamble is extending its "Thank You Mom" program to the moms of the 2010 U.S. Paralympics Team.

Cincinnati-based P&G first offered to help defray the cost of travel and accommodations for the mom of every Team USA athlete so they could see their children compete at the 2010 Olympic Winter Games. The company will continue the program with the 2010 U.S. Paralympic Team.

P&G will also donate one U.S. dollar to Team USA -- up to $100,000 -- for moms thanked at www.thankyoumom.com through the end of the Paralympic Winter Games, which conclude March 21. The Web site features videos of U.S. Olympians thanking their moms. A new video is featured every day. The copy on the site states: "P&G is saying, 'Thanks, Mom!' and inviting you to join us. Pledge to thank the mom who's made a difference in your life. For all the love. For all the support. For all the times she's been there for you."

In an effort to have all the moms in the U.S. thanked by Mother's Day (May 9), P&G will invest in traditional and digital advertising, leverage its brand Facebook pages and promote the site in its BrandSaver, which is distributed to 56 million households.

"At P&G, our commitment to create an inclusive culture that provides the opportunity for employees with disabilities to perform at the highest level has inspired our support of U.S. Paralympians, their moms, and families," said P&G Chief Marketing Officer Marc Pritchard in a release.