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P&G launches #WeSeeEqual campaign ahead of International Women’s Day

Procter & Gamble (P&G) has launched a campaign dubbed “#WeSeeEqual” to advocate for gender equality ahead of International Women’s Day on March 8.

The crux of the effort is a video that tears down stereotypes via footage of women and men defying traditional gender roles. For example, a clip of an older women bungee jumping is accompanied by the statement “fears don’t care who conquer them.” Clips from P&G brand campaigns are also scattered throughout the film, like the iconic “#LikeAGirl” effort for Always and Secret’s “Raise” spot that pushes for equal pay.

The campaign was spearheaded by Badger & Winters, the same agency that created the “#WomenNotObjects” initiative last year in an effort to end the objectification of women in advertising.

P&G’s effort comes as rival Unilever takes similar steps to position itself as a company that puts a premium on fighting for gender equality. Last year, Unilever announced its plans to purge female stereotypes from ads across the company’s more than 400 brands. Earlier this year, a Unilever-commissioned study of more than 9,000 men and women found that “outdated stereotypes and social norms are prohibiting positive change.”

A number of P&G brands have also been working in recent years to better portray women in advertising. According to P&G, 76% of consumers now consider “like a girl” to be a positive expression versus only 19% before Always’ “Like A Girl” campaign launched. The company also drew attention to the problems surrounding gender stereotypes in a powerful ad created by BBDO India for laundry detergent brand Ariel last year.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she oversees creativity coverage in North & South America and runs The Drum’s weekly “US Creative Works” roundup. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal and has interviewed dozens of creatives for The Drum’s “What does it take to be a great creative?” video series.

All by Minda