Launch of "Mamma can not be longer"
Press release
dash, brand of P&G, start the project
“Mom can not be longer ", with which
Dash wants to celebrate and support
mothers in Italy.
Rome, February 2012: dash, historical brand of P&G dal 1965 next to the Italian women, has earned the trust of millions of families proving able to listen and interpret the needs, following the change in their costumes. Always been close to mothers and attentive to their needs, continued over the years to regard as true stars.
With the famous "More White can not", joined the Italian collective imagination, dash stands for reliability, combining Innovation and respect for the values that have always guided.
In 1987 with "Goodness Dash Mission" began its involvement in social, with the implementation of initiatives in support of children, in Africa and Italy.
The commitment of Dash against Italian women continues with the launch of the project "more 
Mom can not be”, with which dash, brand of P&G, wants to celebrate and renew its support to all mothers living in our country, highlighting their needs and giving them practical help.
This initiative is part of the campaign "Proud to support all mothers", with which P&G, official sponsor of the Olympic Games in London 2012, wants to celebrate all mothers starting with those of athletes in each of them and say "Thank you".
The "Mom can not be more" was launched 5 February 2012 at an event held in San Gervasio Bresciano (BS), symbolically chosen as a common starting point of the initiative as positive example of "country-proof Mom".
In support of "Mamma can not be longer", A new ad campaign Fabio De Luigi, joined for the first time in the spot "Her" Mom TV, which will serve to promote the presence of Dash is also on the network.
Today it, also Thanks to the network, the collaborative spirit of social networks and the rapid flow of information, Parents are increasingly active, especially the mothers: the commitment of dash against them then makes his entrance with the launch of the web site www.dash.it and the activation of the page Facebook.
Within the project "Mom can not be more" will also be made a social initiative "Ideas for Moms – For a country built for families ", that relies on the presence of a mother exceptional, Maria Grazia Cucinotta, and that it is proposed to give practical help to mothers in Italy. On site dash.it, section dedicated to this initiative, will in fact be given visibility to organizations and nonprofit associations, often inspired by moms, engaged in activities in support of motherhood and parenting, presenting the projects in this area.
Some of these will be selected by a committee of experts chaired by Roberto Marino - Head of Department for Family Policies of the Presidency of the Council of Ministers - and will receive from a Dash economic contribution to their achievement.
The "Ideas for Moms" was also based on early results of Search netnografica, playing in the fall and nearing completion, who made extensive and careful analysis of conversations conducted by moms network, in order to illuminate the main needs, attitudes and emotional experiences in relation to the exceptionally delicate issue of support for motherhood.
