LGBTQ acceptance front and center in new P&G ‘Love Over Bias’ Olympics video

In a moving short film on athletes overcoming bias with the help of some supportive parents, Procter & Gamble featured the stories of a bullied queer young man and a young person embracing their own gender expression, released ahead of the Olympic Winter Games PyeongChang 2018.

These stories are two of six vignettes reflecting athletes’ struggles with bias – as wide-ranging as the sports they compete in – as seen through their moms’ eyes. The film, called “Love Over Bias,” celebrates a mom’s role as an advocate for her child.

For LGBTQ athletes, such support is crucial in their pursuit of a professional sports career, as studies show that family acceptance plays a key role in building the well-being of LGBTQ youth. While professional sports are more accepting than ever, LGBTQ athletes continue to face a system of institutionalized intimidation and discrimination.

That is why the short film “really hit home” for out Olympian and skier Gus Kenworthy, “having lived through the fears and uncertainty of coming out and how I’d be judged.”

“My mom’s unconditional love and support helped me rise above what others might think and gave me the courage to truly own who I am as I pursue my dreams,” added the 2014 Olympic medalist, who is among the athletes inspiring the campaign that he has joined alongside his mom.

For the new LGBTQ website them, Kenworthy and his mother reflected on his coming out and how their relationship has progressed since then.

Read more over at them and check out the video below:

"Love Over Bias" will appear in full form digitally, as a 93-second video, or in short form on television in more than 20 countries. It is the newest installment of P&G’s “Thank You, Mom” campaign, which is part of a company wide effort to use the power of advertising to spark conversations about important matters such as bias. 

Kenworthy and his mom will be a part of the “Thank You, Mom” campaign leading up to and during the Olympic Winter Games PyeongChang 2018.

“By including such a diversity of stories and Gus Kenworthy’s experience as an out professional athlete, P&G is sending a worldwide message of support and acceptance to LGBTQ people and athletes ahead of one of the most high-profile events in the world,” said GLAAD Chief Communications Officer Rich Ferraro. “Advertising is a pervasive medium that reaches all types of consumers and it’s powerful to not only see LGBTQ inclusion in this spot, but representation of parents who openly embrace their children for who they are.”

P&G will be sharing additional films highlighting the personal journeys of several Olympic athletes, including Kenworthy in coming weeks.

View the video here and follow the conversation on social with #LoveOverBias