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P&G commits to 100% women-made music in ads for its Secret brand

P&G commits to 100% women-made music in ads for its Secret brand

Procter & Gamble is making an audible stand for gender equality by committing itself to the use of ‘100% women-made’ music in future campaigns from 2020 for its Secret deodorant brand.

The pledge kicks off with a search for 250 aspiring female singers, songwriters and producers in an effort to redress an imbalance where women make up just 17% of artists, 12% of songwriters and 2% of producers.

This will be achieved in partnership with Women in Music who will mentor the chosen 250 to give each the best possible start in their chosen careers.

Sara Saunders, associate brand director at Secret, said: “As a brand for women, we consistently strive to elevate other women in all we do. But when it comes to the production of music for our campaigns, it has frankly been a struggle to do so, as women are so significantly underrepresented in the music industry.

"We want to change that. We’ve heard from women that there’s one thing that can make all the difference in their careers, and that’s access to other women in the industry.”

Aspiring artists wishing to put themselves forward for the programme must either produce their own take on Secret’s ‘All Strength, No Sweat’ brand anthem or share their own stories and career goals via their Instagram account.

Secret has previously employed the medium of music to narrow the gender pay gap with ‘I’d Rather Get Paid’.

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