London continues getting ready for the 2012 Olympic Games and the major brands are there to help. P&G is now in its third month of cleaning the capital and involving its citizens into a variety of initiatives aimed to make the city shiny and tidy.

Photo: Keeley Hawes in the P&G campaign

In March, Procter & Gamble, Worldwide Partner of the London 2012 Games, teamed up with the Mayor of London Boris Johnson to launch together the Mayor’s annual Capital Clean-up campaign, now branded and called the P&G Capital Clean Up.

During the last two month, a series of clean up events have been rolling out to motivate Londoners to spruce up all areas of the city. P&G signed the prime time actress Keeley Hawes (Upstairs Downstairs / Ashes to Ashes) to promote the cleaning campaign and the actress in an appealing red dress accompanied by yellow rubber gloves or with a broom in her hands calls on people to join her from vibrant posters.

P&G’s most recognizable in the UK brands such as Flash, Febreze and Ariel detergent and stain remover are involved into the campaign. Flash created shining landmark images on the Southbank to inspire Londoners to support the clean up campaign, while Febreze has designed a series of Fresh Havens to help Londoners breathe better. Ariel has rolled out the ‘Love Clean London’ app, which helps people to report grime and stains across the capital.

Londoners can register online to take part in 14 upcoming ‘cleaning’ events. The events in May include picking litter in the Claybury Park Warden on May 9, sprucing up Beckton Park borders on May 12, cleaning up Crane Valley on May 13 and more. The full list of events is available here.

Additionally, P&G is running the ‘Thank, You Mom’ Olympics campaign and supports Olympics athletes who are parents of small children.

Photo: Keeley Hawes in the P&G campaign