Pantene: My Hair Won’t Be Silenced
Bringing a global brand together with grassroots organisations to drive long-lasting social change.
Despite having a range of products for Afro hair, created by Black scientists, Pantene has been guilty of under-representing Afro hair and adding to the issue of hair discrimination.
How do we move the brand forward to combat the real issue of Afro hair discrimination?
As a PR agency, increase awareness of common hair discrimination and microaggressions in the UK to stimulate long-lasting change and showcase the positive power of hair.
Align the brand strategy with grassroots organisations, who work together to drive mass awareness of Afro hair discrimination and tell an authentic story which gets to the heart of the issue.
A commitment to achieve >50% reduction in Afro hair discrimination by 2025.
A strategic, multi-channel creative campaign shaped by an advisory board and underpinned by a research report which highlights the issue.
Creation of an emotive brand film in partnership with Black collective SXWKs which tells the stories of real women who have experienced hair discrimination.
A social campaign using existing brand ambassadors, influencer marketing and campaign partners to tell real stories and drive awareness.
68 pieces of coverage
233 social posts from influencers, ambassadors and partners
7 influencers and ambassadors engaged
Over 1M+ impressions across earned social
1.6BN Opportunity To See through traditional, online and broadcast media
400,000 views of the campaign film
Long-term results still pending, as campaign has just launched in Feb 2021.
Initial reaction has been overwhelmingly positive across social and the global P&G network.