P&G teams up with TikTok It Girl for the Distance Dance campaign

The P&G campaign is set to help organisations who are serving the populations affected by the coronavirus pandemic

Procter & Gamble (P&G), an American multinational consumer goods corporation, has announced its partnership with TikTok and social media influencer, Charli D’Amelio, to promote the #DistanceDance challenge. Dancing has become a popular approach for people and organisations to advocate for safe and preventative measures amid the ongoing public health crisis.

The P&G #DistanceDance challenge which was first started on TikTok encourages people to shares their creative dances whilst being safe at home during the stay at home policy. With D’Amelio participating in the #DistanceDance challenge, her followers can generate sponsored donations to the Feeding America organisation and Matthew 25: Ministries. These organisations are working to serve at-risk populations that have been brutally affected by the proliferation of Covid-19.

“Stay home & do the #DistanceDance,” D’Amelio captioned the post, “Tag me & the hashtag in your video. P&G will donate to Feeding America & Matthew 25 for the first 3M videos.”

At the end of the video, D’Amelio added this on-screen caption: “Inhale, exhale, breathe slow, rewind. Stay at home!” The words come, in part, from the lyrics of “Big Ups” by Jordyn and Nic Da Kid Ft. Ying Nnelg, the song to which the “distance dance” is set.

The campaign was developed by FMCG Giant Procter & Gamble in partnership with marketing agency, Grey Group. All parties donated their time for the campaign, and TikTok also donated the media for the cause.

“Our intent is to be useful by encouraging people to keep their distance and stay home,” said Marc Pritchard, Procter & Gamble Chief Brand Officer. “We wanted to find a creative way to engage people and inspire them to take action so they could stay safe and healthy.”
Since launching last week, #DistanceDance has achieved more than eight billion views and 1.7 million imitation dances from celebrities, college mascots, all of the major sports leagues, influencers, children, families and more.

The effort has triggered many donations, with P&G promising to donate to Feeding America and Matthew25: Ministries for the first three million videos. The challenge will make its way to other platforms in the coming weeks to help spread the message and save lives.