Pantene Be Strong and Shine depicts gender labels in the work place and encourages women to joint the movement by asking them to share their #ShineStrong moment with Pantene via. Entries from U.S. residents received between 20 December and 17 January 2014 will be eligible to participate in a competition for five winners to win an all-expense paid trip to a major women’s leadership summit this summer for themselves and a friend.
“Promoting awareness of gender labels is important to the Pantene brand and we are pleased that this powerful video and our #ShineStrong campaign has provoked discussion and encouraged debate in every region of the world,” said Colleen Jay, P&G President of Global Hair Care & Hair Color. “We are excited and committed to help better understand, educate and fuel the discussion on unfair labels and are working on plans to broaden and deepen our future program.”
“Pantene speaks to millions of women around the world, we feel it’s important to leverage our reach to help make an impact,” said Deb Henretta, Group President, P&G Global Beauty.
Earlier this year, the gender bias in the workplace made headlines in a big way as a result of Facebook COO, Sheryl Sandberg’s global bestseller Lean In. It examined why women are struggling to make progress and encourages women to overcome it. A Pantene study in the Philippines found that 70% of men still think that women need to downplay their personality to be accepted.
In a little more than a month if airing the video in the Philippines, it generated more than seven million views and thousands of comments around the globe even catching the eye of Sheryl Sandberg, who shared the video on her Facebook page. Today, Pantene has earned 241,100,081 overall earned media impressions and 227,072,270 digitally. Forbes has quoted the video for portraying gender labels effectively, while Time has lauded Pantene’s efforts to break down ever sexist workplace stereotype in one ad. Through pure organic growth and virality, the video has made waves in the United States, on programmes such as ABC World News Tonight and even Good Morning America.