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US-Originating★ P&G Pantene's Women Empowerment Campaign
P&G is rolling out its global "Be Strong and Shine" online campaign centered on feminism, following praise from Facebook COO Sheryl Sandberg—known for her bestseller "Lean In: Women, Work, and the Will to Lead"—for a Pantene video produced in the Philippines.
The video depicts the reality where the same actions earn men positive labels while women receive negative ones. A confident, boss-like demeanor is seen as arrogant in women, while persuasive speech comes across as pushy. Overtime work praised as dedication in men is seen as selfish behavior in women. Grooming that creates a favorable impression for men is perceived as excessive self-promotion when done by women. It sends a rallying cry to women everywhere: "Be Strong & Shine" – don't let such prejudice defeat you.
The video has garnered approximately 13 million views on YouTube.
Details at AdAge
After Sandberg Leans In on Pantene Ad, P&G Will Give It Global Push
Spot Created by BBDO, Manila, Will Now Get TV Time in U.S., Elsewhere
Published: December 17, 2013
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