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Pantene: Going Home for the Holidays

Client: Pantene
Date: Dec 2019
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While the holidays are a time when families come together, for some members of the LGBT+ community - Christmas can be a difficult time. In collaboration with GLAAD and the Trans Chorus of Los Angeles, Pantene is aiming to raise awareness that going home for Christmas can be a daunting task for those in the LGBT+ community.

While 137 million Americans will travel home this holiday season, 44% of LGBT+ people feel they can't come home as their true selves, fearing their identity - including makeup, hair and wardrobe - won't be accepted.

To help amplify the stories of people who have gone through transformations, Pantene has created 'Going Home for the Holidays' - a video series that highlights the tensions and challenges the LGBT+ community members face and to encourage individuals to be who they are.

“Inclusion is at the heart of Pantene’s mission to celebrate the beauty of all transformations and of all people,” said Ilaria Resta, vice-president, North America hair care, Procter & Gamble. “Hearing these LGBTQ individuals speak about the trials and triumphs of going home for the holidays - as well as their irrepressible desire to be their true selves - will inspire others in the community and remind us all what true beauty is about."

In addition to the videos, Pantene has pledged to make a $100,000 donation to Family Equality - a charity who fights for members of the LGBT+ community to have the right and the opportunity to form and sustain a loving family.