P&G Adopts Gender Equality Umbrella Campaign

In connection with International Women’s Day (March 8), Procter & Gamble has launched a corporate umbrella gender equality #WeSeeEqual digital campaign. The creative agency is Badger & Winters who reportedly impressed P&G and Chief Brand Officer Marc Pritchard, by creating it own campaign last year to change voting guidelines at Cannes last year. The digital campaign is running on social-media sharing on YouTube, Facebook, Instagram and elsewhere, could move to mainstream media eventually. The initial video shows men, women, boys and girls defying gender stereotypes, using a mix of footage that includes snippets from such brands as Always and Secret. Interspersed are text lines such as “Hugs don’t care who give them” and “Households don’t care who head them.” P&G brands like Pantene have created ads addressing gender bias, but this is the first effort under the corporate umbrella.