Procter & Gamble launch New Gender-Equality #WeSeeEqual Campaign


Procter & Gamble have put out a new, strong brand message that transcends all of its brands to showcase their belief in gender equality. The new campaign, which aims to fight against gender bias utilises #WeSeeEqual as a rallying hashtag.

The hashtag #WeSeeEqual is designed to convey a message of equality.

The advert is set to the tune of 4 Non Blondes’ “What’s Up,” and aims to challenge and change gender bias in society.

“Our brands have a very powerful voice with the messages in our advertising,” Tressie Rose, a P&G rep told Marketing Daily. “This year, it made a lot of sense to communicate our aspirations where men and women, mothers and fathers and their children all share the same goals.”

Natalie Troubh, Managing Director of Badger and Winters, told us:

“P&G came to us with the goal of creating a platform for the company that would be a communication umbrella for all the work individual brands — like Pantene, Always, Secret, SKII and Ariel — have done to combat gender bias.   When we looked at these bodies of work, we saw they added up to bigger idea of how P&G looks at the world.   Always says butts don’t care who kick them, Secret says equal pay doesn’t care who demands it.    P&G envisions a world in which gender equality is the norm.   #WeSeeEqual is a message of empowerment and positivity that we believe communicates in a very simple, effective and emotionally engaging way P&G’s value system and commitment to combatting gender bias around the world.

Badger & Winters has worked P&G over the course of 18 years on brands such as Cover Girl, Max Factor and Clairol.”



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