For this year’s International Women’s Day, we want to highlight the powerful and provocative P&G brand campaigns that have given a voice to issues that affect women – from shattering stereotypes, tackling taboos, building confidence and rising above challenges, to changing her destiny.
“At P&G, women and girls are at the heart of our business,” said David Taylor, P&G’s President and CEO. “Celebrating and honoring them is not something we do once a year; it’s something we do every day.”
P&G spends a lot of time understanding people - what they do every day, what they care about, their challenges, and their unmet needs. This understanding leads to insights that can inspire new products that make a meaningful difference in people’s everyday lives.
“Not only do we have a broad portfolio of products which improve women’s lives, we also have a significant voice on their behalf through our advertising,” said Marc Pritchard, P&G’s Chief Brand Officer. “Our brand campaigns enable us to shine a light on what matters to women. We are proud that our programs and our people provoke thought, promote dialogue and inspire action.”
Recent campaigns that take on women’s empowerment include:
Our Always and Whisper feminine protection brands have been championing girls’ and women’s confidence for over 30 years through products and education programs around puberty.
The first Always #LikeAGirl video launched in 2014, and with over 90 million views, helped turn the phrase “like a girl” from an insult to meaning amazing things.
The second video, launched one year later, encouraged girls to smash the societal limitations holding them back - to be Unstoppable #LikeAGirl.
The latest Always #LikeAGirl video – Girl Emojis – continues their mission to stop the drop in confidence girls experience at puberty by calling out the limiting stereotypes conveyed even in emojis, an important part of the daily social language of young girls.
The first Ariel #ShareTheLoad campaign started in early 2015 to bring attention to household inequality where laundry is done by women in 95% of Indian households. The campaign resulted in 1.5 million men pledging to #ShareTheLoad.
The second phase of the campaign, Dads #ShareTheLoad, kicked off in February and aims to help dads set a positive example for the next generation by sharing the load.
Ariel #RiseWomen campaign in the Philippines, known as Step Up in Vietnam, aims to recognize women’s contributions in the nation’s progress, and to support them with Ariel’s clean so they continue to rise with confidence, determination and pride.
Pantene has been an outspoken voice in bringing awareness to negative stereotypes through videos such as Labels Against Women and Sorry, Not Sorry. Its latest message of Strong Is Beautiful highlights the important role dads play in girl’s lives with #DadDo.
SK-II’s #ChangeDestiny campaign challenges the belief that destiny is set at birth and celebrates women who have gone beyond limitations to achieve success. The videos feature amazing women such as Ching Lan, a Taiwanese deaf dancer who has forged a successful career, Megumi Kanzaki, founder of Matahar.net, as well as Cate Blanchett, Michelle Phan, and Anggun.
Whisper’s #TouchThePickle campaign was a standout campaign in 2015 that gave women a voice to challenge taboos around their period – taboos like don’t worship, don’t enter the kitchen, and don’t touch the pickle.