Published on December 5th, 2013 | by thevyne0
Yay of the Day: Pantene Philippines #WhipIt Campaign Bravely Tackles Gender Stereotypes
Today’s “Yay of the Day” (#YOTD) definitely goes to Pantene Philippines for their campaign tackling many male/female double standards head on. After seeing this campaign, we recognize that the issues women (especially career driven women) deal with are not connected to a specific geography or nationality as much as they are to gender. Granted, American women are further ahead than many countries in many ways. But that doesn’t change the fact that we still have a long way to go (more about this in an upcoming article inspired by HBR’s “Six Paradoxes Women Leaders Face in 2013“).
In their #WhipIt campaign, Pantene Philippines, along with the website Rappler.com (described on their website as ” a social news network where stories inspire community engagement and digitally fuelled actions for social change.”), launched a weekly series starting on November 26th “focusing on women, their values, the society they live in, and the best ways to move forward in an interconnected world.” In the kick off of the series they revealed the results from a survey which included responses from 300 men and women from different socioeconomic backgrounds in Manila. One of the findings indicated that 70% of men “thought women needed to downplay their personalities to be accepted.” That is telling. It makes us wonder how the results would differ in the US.
You can watch the Pantene Philippines #WhipIt commercial here:
You can find more on the #WhipIt campaign here.
You can find out more about the survey results here.
So kudos to Pantene Philippines for doing this campaign and focusing on issues and challenges their consumers are facing every day versus only how their products makes their consumers’ hair look good.