Tag: Advocacy

Kuala Lumpur, Malaysia – Sun Life Malaysia has launched a new initiative called ‘Baju Raya Lama Baharu’, which aims to repurpose gently used garments into personalised Baju Raya for 100 children at the Rumah Kasih Harmoni. 

For the brand, said initiative promotes the values of sharing and gratitude, while supporting a more sustainable Raya through giving new life to cherished garments.

‘Baju Raya Lama Baharu’ is done in collaboration with KLOTH Cares, a textile recycling social enterprise, INTI International College Subang, and AEON BiG.

Led by Sun Life Malaysia’s brand ambassador, renowned celebrity and entrepreneur, Alif Satar, the campaign invited Malaysians to donate their gently used “Baju Raya” at designated collection points across Sun Life Malaysia offices and selected AEON BiG outlets, from February – March 2025.

To date, a total of 520kg worth of pre-loved garments were collected, with 100 pairs being brought to life by talented students from INTI, while the remaining will be upcycled by KLOTH.

During the campaign, Alif Satar also visited Rumah Kasih Harmoni, engaging with the children and helping them sketch their dream “Baju Raya” designs.  “This “Baju Raya Lama Baharu” campaign proves that even the smallest contribution, when given with sincerity, can bring happiness to many during Hari Raya,” said Alif.

@sunlifemalaysia

Baju Raya Lama, Sentuhan Baharu! 🎦 Tontonilah filem Sun Life Malaysia menceriakan 100 kanak-kanak di Rumah Kasih Harmoni & rasai kemeriahan Aidilfitri 🌙 bersama kami! Terima kasih kepada duta kami @alifsatar serta rakan kerjasama @Kloth Circularity @INTI dan @myAEONBiG atas sokongan mereka dalam menjayakan projek ini. Untuk makluman, sehingga akhir bulan Februari, jumlah berat baju raya yang telah dikumpul mencecah 520kg! Terima kasih kepada semua yang telah menyumbang 🫶🏻😍🫰🏻! Kutipan baju akan diteruskan sehingga 6 April – sumbangan anda akan disalurkan kepada Kloth Cares untuk mereka yang memerlukan. 💙 #BajuRayaLamaBaharu #SunLifeMalaysia #Insurans #Takaful #HariRaya2025

♬ original sound – Sun Life Malaysia – Sun Life Malaysia

To celebrate these heartwarming moments, Sun Life Malaysia has released a special video capturing the children’s excitement as they see their dream outfits come to life. The video, featuring Alif Satar, highlights the joy and gratitude of the children while showcasing the creativity and dedication of the young designers involved. 

Commenting on the Raya 2025 campaign, Raymond Lew, president and country head of Sun Life Malaysia, said, “This campaign goes beyond simply giving – it is about creating meaningful and brighter life moments – just as our brand’s tagline: Life is brighter under the sun. By reviving pre-loved garments, nurturing young designers, and supporting underprivileged children, we bring joy, creativity, and care this festive season.”

Meanwhile, Nik Suzila Hassan, co-founder at KLOTH Cares, said, “We are thrilled to be part of this initiative that not only champions environmental and social sustainability but also provides an avenue for young designers to make a meaningful impact.”

Goh Suet Lin, lecturer of Diploma in Fashion Design – INTI Centre of Art and Design at INTI International College Subang, commented, “Seeing these garments transformed into beautiful, personalised Raya outfits has been an incredibly fulfilling experience for our students.”

Lastly, Nazwan Effendy Choong, head of marketing at AEON BiG, stated, “We are proud to partner with Sun Life Malaysia for this meaningful Raya initiative. By donating used Raya clothing at AEON BiG stores, we are giving these garments a second life and spreading joy to those in need. It is a small gesture with a big impact.”

Alcohol, especially beer, has long been deeply intertwined with sporting culture, becoming a staple of the fan experience at games, whether in the stadium, at a sports bar, or during home viewing parties. The tradition of cracking open a cold beer while cheering on a favourite team is an essential part of the atmosphere for many fans, blending social camaraderie with the excitement of competition. 

However, this cultural connection also brings the challenge of balancing the enjoyment of beer with the need for responsible drinking. As fans look to maintain the spirited fun of sporting events, the importance of moderation and mindful consumption becomes crucial to ensure that the enjoyment of the game remains safe and inclusive for everyone.

This was the mindset that popular beer brand Carlsberg had for its ‘#CelebrateResponsibly’ regional campaign in Asia-Pacific. For this year, it has teamed up with three of the region’s biggest e-commerce and delivery platforms–Grab, foodpanda, and Meituan–with the aim to tap the partner brands’ voices and touchpoints to create a culture of responsible drinking.

For our latest Top Story feature, we spoke exclusively to Arindam Varanasi, commercial vice president for Asia at Carlsberg Group to better understand the brand’s message of promoting responsible drinking beyond its own verticals, and giving advice on how similar brands can roll out advocacy campaigns like this.

A manifestation of ‘ZERO Irresponsible Drinking’

For Arindam, this campaign not only reflects their deep-rooted commitment to promoting responsible drinking habits, but also aligns seamlessly with the Group’s overarching vision of ‘ZERO Irresponsible Drinking’. 

For context, Carlsberg Group’s ‘ZERO Irresponsible Drinking’ entails that by 2030, there would be full responsible drinking messaging through packaging and brand activations, all of their markets run partnerships to support responsible consumption, the availability of alcohol-free brews, and that 35% of their brews globally are low-alcohol or alcohol-free.

“Our regional #CelebrateResponsibly campaign focuses on promoting responsible alcohol consumption directly to consumers. By highlighting the importance of celebrating responsibly, the campaign aims to use direct-to-consumer touchpoints to educate and encourage mindful drinking habits for all occasions. Our mission is to make a tangible impact by promoting a sense of responsibility and mindfulness around alcohol consumption,” he said.

Given the nature of the group’s aim to promote this brand vision, it only made sense for them to tap the region’s biggest q-commerce players to roll out this message.

“Through the strategic partnerships with the three leading e-commerce apps in this campaign, we are moving closer to achieving this goal by encouraging consumers to Celebrate Responsibly. The campaign serves as a practical manifestation of Carlsberg’s broader brand vision, reinforcing our commitment to social responsibility by promoting moderation, safety and mindfulness across our product portfolio,” he added.

Arindam also highlighted that through the partnership with these platforms, they were able to to leverage the extensive ecosystem and hyper-local insights unique to these partners, particularly in Carlsberg’s APAC markets.

“Notably, these platforms have a significant presence in the region, with a strong overlap in consumer base with Carlsberg’s portfolio brands, ensuring that our campaign resonates with a diverse audience,” he said.

He further stated, “By leveraging the digital capabilities of these platforms through in-app activations and public engagement events that are integral to our campaign strategy, we aim to significantly extend our reach. We want to connect with a wider range of consumers across Asia and inspire them to celebrate responsibly, fostering a culture of mindful drinking.”

How #CelebrateResponsibly rolled out in APAC

The #CelebrateResponsibly campaign was launched earlier this quarter, right at the beginning of the football season, to leverage social gatherings and reinforce Carlsberg’s position as the official beer sponsor of Liverpool Football Club (LFC), a partnership that has been ongoing since 1992, to drive the campaign’s message.

For Grab’s activation, they launched in-app activations with Grab in key Southeast Asian markets, including Singapore, Cambodia, and Myanmar, to encourage football fans to prioritise safety and choose responsible alcohol consumption. 

“This was done by offering consumers discounted GrabCar rides to well-known Carlsberg outlets and attractive offers on GrabMart to have their favourite beverages from the Carlsberg portfolio delivered to their doorsteps,” Arindam explained.

Meanwhile, for their stint with foodpanda, they launched an online sampling campaign where consumers can redeem alcohol-free beer on pandamart, foodpanda’s online grocery store.

“To underline Carlsberg’s commitment to providing alcohol-free and low-alcohol alternatives, we also worked with foodpanda in Singapore and Hong Kong to leverage driver engagement activities, offering the refreshing 0.0% alcohol-free Carlsberg to delivery partners and engaging with this audience group to further promote responsible behaviour,” he said.

Carlsberg also provided over 400 driver bags for foodpanda partners featuring non-profit advertisements to educate consumers about this important initiative.

Over at Meituan in China, they further extended our reach through our public event engagement called ‘The Meituan District’. Said initiative, in which Carlsberg worked closely with destination governments, local districts and merchants, attracted over 30,000 visitors over three days. 

“Over the three days, around 7,000 people entered the event area and 1,000 interacted with the pop-up, receiving free beer samples and learning more about responsible drinking habits,” he said.

Aside from these partnerships, Carlsberg also engaged in outdoor activations for this initiative, including over 4,000 taxis displaying “Responsible Drinking” stickers on their cars and back windows in Myanmar, as well as in Singapore where they wrapped 80 taxis with messages about their 0.0 SKUs for a 1.5-month period. Moreover, they also facilitated in-car sampling of their 0.0 beverage, encouraging consumers to drink responsibly. 

He also stated that the launch of the #CelebrateResponsibly campaign in Cambodia will be marked by an officiating event attended and supported by government officials. 

“This highlights how Carlsberg as an industry player is committed to working together with all stakeholders, including governments, to foster safer drinking experiences,” he said.

Advocacy is about authenticity and brand value alignment

For Arindam, successful advocacy campaigns always require a strategic approach that prioritises authenticity and alignment with someone’s brand values, something that Carlsberg Group aims to align with their ‘ZERO Irresponsible Drinking’ vision for ‘#ResponsibleDrinking’.

“It’s vital to ensure that your message resonates with your audience and reflects a genuine commitment to the cause you’re advocating and follow up with actions in delivering the message with the appropriate reach,” he said.

Moreover, he also highlighted the importance of working with partners who share similar values, which can then greatly increase the impact of your campaign. 

“By partnering with brands that align with your advocacy goals, you can not only extend the reach of your message, but also tap into their network and insights to enhance the effectiveness of your campaign,” he added.

In this campaign’s specific example, them partnering with Grab, foodpanda and Meituan has been instrumental in advancing Carlsberg’ mission considerably to promote ‘ZERO Irresponsible Drinking’ across the various APAC markets in which the brand operates.

He also states that while advocating responsibility is paramount, it’s equally important as well to design initiatives within the campaign that inspire actionable change.

“Encouraging consumers to translate advocacy messages into tangible changes in behaviour is key to achieving real impact and fostering a culture of responsible decision-making. By empowering individuals to take concrete actions in line with campaign objectives, brands can catalyse meaningful change and contribute to a more responsible and sustainable society,” he concluded.

Singapore – The Agency for Integrated Care (AIC) has teamed up with The Secret Little Agency (TSLA) for the second phase of its ‘Break The Silver Ceiling’ movement — a transformative initiative aimed at breaking the narrow, outdated portrayal of seniors in mainstream media. 

For this new phase, AIC aims to tackles ageist stereotypes head-on by producing a comprehensive digital photo repository that celebrates seniors in their true light—active, engaged, and diverse. The photo bank contains 120 images of 40 seniors, captured by four renowned Singaporean photographers–Aik Beng Chia, Amiera Raushan, Mindy Tan, and Zantz Han.

These photos will be available at breakthesilverceiling.com and used in out-of-home billboards and media collaborations across Singapore. The aim is to ensure that older adults are not only seen authentically but portrayed with the dignity, complexity, and diversity they deserve. It is also in support of Age Well SG, with the aim to support seniors to age well in their homes and their communities by ageing actively, staying socially connected, and be cared for within the local communities.

Recent data shows that only 4% of people featured in advertisements worldwide are aged sixty or older, despite seniors representing a significant and growing portion of the population in many markets. 

In Singapore, a HKUST study found that 88.6% of news articles from 2020 to 2023 contain ageist rhetoric, reflecting the pervasive stereotypes that misrepresent older adults. The urgency to correct these portrayals has never been clearer, especially when 1 in 6 people globally will be aged 60 years or over by 2030. 

Nicholas Ye and Mavis Neo, co-chief creative officers at The Secret Little Agency, said, “This movement isn’t about trying to make 60 the new 40. t’s about being 60 and proud of it. A simple Google image search or stock photo search reinforces such a myopic view of ageing. As an industry, we have to do better – we are perpetuating the stereotypes of ageing that exist in visual culture and as brand stewards, we have the responsibility to represent ageing in a way that is real, authentic, and true.” 

They added, “It’s time to remove phrases like, ‘She looks good for her age,’ from our collective vocabulary. The reality is that the over 60 today live full active lives, defined by more than just their age. By changing how seniors are portrayed, we change how they’re seen—and how we’ll see ourselves as we age.”

The campaign will culminate on 1 October 2024, celebrating the International Day of Older Persons, with an exhibition featuring photographs of seniors at Our Tampines Hub. This six-day exhibition honours the diversity and dynamism of Singapore’s seniors, highlighting personal stories and everyday moments. A photo contest held from 21 August to 15 September 2024 also called for the public to contribute their own photos of seniors breaking silver ceilings under three themes – sports and fitness, lifestyle and leisure, and learning. Selected photos will also be showcased in the exhibition.

By working with national media outlets, government agencies, and community organizations, AIC and The Secret Little Agency are taking a bold step towards dismantling ageism. Through this initiative, they are creating a future where ageing is embraced, not feared, and where older adults are represented in all their diversity and dignity. 

“We often encounter limited portrayals of seniors. AIC’s One Photo at A Time campaign challenges these stereotypes and encourages Singaporeans to rethink their perceptions of ageing, fostering a more inclusive and positive view of growing older and ageing well together.” said Eva Lim, director of the integrated communications and marketing division at AIC. 

Singapore – TBWA\Singapore has partnered with Samaritans of Singapore Limited (SOS), a secular, non-profit suicide prevention centre that adopts a holistic approach to suicide-related topics , to help address the complex issue of suicide and to encourage a shift among citizens from a culture of silence and stigma to one of openness, understanding, and support.

The campaign is launched following World Suicide Prevention Day on September 10, and from 2024 to 2026 the theme is ‘Changing the Narrative on Suicide’ with the call to action ‘Start the Conversation’. This theme aims to raise awareness about the importance of reducing stigma and encouraging open conversations to prevent suicides.

On World Suicide Prevention Day, TBWA\Singapore and SOS launched ‘The Living Note’, an awareness campaign encouraging open conversations through a suicide attempter with an important message to share – seek help if you experience suicidal thoughts.

In collaboration with Jason Chua, the founder of Beng Who Cooks and a suicide attempter, the campaign shows a real ‘leaving note’ and how to turn it into a ‘living note’. First of its kind, the campaign taps into the struggles of people who have battled with suicidal thoughts to deliver the message that life is worth living.

The film is an emotional watch, capturing Jason’s pain in the leaving note he once wrote, showing the depth of his emotions that remain raw to this day. However, he transforms his story of despair into one of hope by writing a new note listing his reasons for staying. The film is an authentic and powerful reminder that you are not alone and that there are those ready to listen and help you turn the page on dark moments.

Asheen Naidu, ECD for TBWA\Singapore, comments “This was a really emotional project for the whole team, and our thanks go to Jason for so bravely sharing his story. We hope this campaign can help more people turn their leaving notes into living notes.”

This is not a one-day only campaign, with the content running until end of the year. First launching on digital and social, this campaign is also expected to run on OOH media insertions.

Singapore – At a global scale, viral hepatitis has become a global healthcare nightmare: the second leading infectious cause of death globally, infecting more than 320 million, and taking the lives of 1.3 million annually. The WHO has sounded the alarm on the crisis, reporting that deaths continue to rise despite testing and treatment being made more accessible.

While hepatitis testing globally is already a thing, recent data also shows that 9 in 10 of some global markets believe that people “reap what they sow” and deserve hepatitis as a result of their high-risk behaviours such as promiscuity and drug use. These societal attitudes and taboos not only discourage individuals from seeking testing but also perpetuate a harmful culture of silence and blame surrounding the disease.

Given this status quo on hepatitis testing, global healthcare company Roche Diagnostics has launched a regional campaign titled ‘Everyone Deserves to Get Tested’ which aims to change this narrative. The campaign, done alongside Edelman, also aims to encourage people to not let silence come in the way of getting screened–and that the reality is anybody can get hepatitis, but nobody deserves it.

To better understand the company’s approach to this campaign, we recently spoke with Amy Ho, head of disease areas at Roche Diagnostics Asia Pacific to better understand the company’s driving force for this campaign, and why advocacy matters for brands like them to solve the world’s most pressing health issues.

Dispelling society stereotypes on hepatitis

For Amy, she notes that the uncomfortable truth about hepatitis is that, in many societies, it is stigmatised due to its perceived causes – high-risk behaviours such as promiscuity and drug use. This has its roots in historical healthcare campaigns highlighting these “unhelpful” stereotypes. 

“These stereotypes, compounded by societal pressure to be a model citizen, have resulted in many remaining silent about hepatitis, contributing to 4.5 million preventable deaths each year,” she explained.

Moreover, she also notes that societal attitudes and taboos not only discourage individuals from seeking testing, but also perpetuate a harmful culture of silence and blame surrounding the disease. 

“Many people are reluctant to get screened for the fear of being labeled as someone ‘who deserves it’. Roche Diagnostic’s ‘Everyone Deserves to Get Tested’ campaign aims to change this narrative. The reality is anybody can get hepatitis, but nobody deserves it. We believe everyone deserves to get tested. 

It is also worth noting that many of hepatitis cases in the world are concentrated in Asia-Pacific, with about 94.6 million infected individual. Moreover, viral hepatitis, particularly Hepatitis B (HBV) and Hepatitis C (HCV), remains the primary cause of hepatocellular carcinoma (HCC), and APAC contributes 80% of all HCC cases globally. 

Despite all of this, testing remains a grey area for many in APAC, with a study conduced by Roche alongside GWI notes that over 50% of the population have a basic awareness of hepatitis, but over 30% have not tested, not planning on booking a test and/or unsure. Moreover over 1 in 2 presume nothing is wrong and do not undergo testing, and that 58% of respondents believe people with a history of IV drug use, high-risk sexual behaviours and needle usage from tattoos – deserve hepatitis.

Hence, Amy notes that it is thus of critical importance to identify, diagnose and treat patients at the early stage possible to prevent disease progression. 

“The need for action is more urgent than ever and diagnosing viral hepatitis is a critical first step in limiting the harmful impact of the disease. Increased testing can significantly bring the world closer to achieving the World Health Organisation’s Hepatitis Elimination goal by 2030,” she says.

Amy added, “By shining a light on the disease, we can move closer to achieving the 2030 hepatitis elimination goals and achieve better patient outcomes by eliminating social and systemic barriers to care, tackling key unmet needs along the liver patient journey, and developing integrated solutions and partnerships with key stakeholders.”

“Advocacy is movement-driven”

One of the things that Amy highlighted is that advocacy is movement-driven, meaning making waves in perception, giving voice to issues that need speaking about, and creating actionable change. 

“Likewise, ‘Everyone Deserves to Get Tested’ pushes beyond awareness with its call to action framed within the campaign title itself,” she says.

She added, “With diseases such as Hepatitis, the barriers are manifold. This campaign goes far beyond awareness, breaking deep-seated stigmas, shifting perception and instigating action to get tested.”

For this specific campaign, Amy says that they launched it regionally, and are also following up with targeted versions of the campaign for local rollout, with a specific focus on low- and middle-income countries (LMICs) that have a higher incidence rate and disease burden of hepatitis. 

“With these in-market rollouts, we will partner with local organisations to ensure that the campaign reaches its maximum effectiveness in terms of reach, awareness and messaging that converts into longer-term action, with these local partners ensuring that action can take shape and root in each specific local landscape,” she added.

What’s next for Roche’s advocacy-driven campaigns

The global healthcare company is no stranger to these types of campaigns, evident in their ongoing ‘#FreedomtoBe; campaign for women’s health. In this initiative, Roche aimed to inspire and empower women to take care of their health with tangible steps such as getting checked related to cervical cancer.

Amy notes that any of their campaigns, including this one, is centred on awareness and advocacy–but it is just one part of our multi-sectoral strategy to increase healthcare access to patients. Moreover, this campaign is also backed by collaborative efforts from various stakeholders, including policy stakeholders, patient advocacy groups, clinicians, and laboratories to shape practices.

“Diagnostics form the foundation of healthcare; you can’t know how to treat an illness until and unless you know what it is. And it’s not just about identifying a disease, it is also about preventing it from worsening or, more importantly, detecting it before it manifests. Having efficient and effective diagnostics not only supports patients and governments in saving lives but also reduces healthcare expenditure by intervening at crucial junctures, preventing global healthcare crises and stopping millions of preventable deaths right in their tracks,” she explains.

She also highlights that given how the healthcare ecosystem is a complex web, they need to ensure that life-changing innovation reaches those who need it, and that they need a multi-faceted approach to ensure that those in need are impacted directly by their advocacies.

“This campaign is part of Roche Diagnostic’s long-term commitment to drive meaningful change in various ways, from raising awareness to forming partnerships, and channelling action. In that same vein, many of our campaigns wear multiple hats, from being awareness and advocacy-centric to action-oriented,” she concluded.

Sydney, Australia –  The Australian Marine Conservation Society (AMCS) has recently teamed up with advertising agency Innocean Australia to create an exhibition highlighting the silent extinction facing lesser known Australian sharks and rays.

The remoteness and lack of data about these endangered species gave birth to this campaign, as AMCS asks Aussie kids to lend their imagination to bring these fantastical creatures to life through art of any form.

This latest project continues the successful long-term AMCS strategy of inspiring the next generation of ocean protectors, while also engaging their parents.

Moreover, the project aims to challenge the reputation of sharks and rays as fearsome predators, fostering a new appreciation for their variety of species and fascinating characteristics; the likes of which might not be around for too long if commercial fishing continues at such scale.

The top entries will inspire artworks by 10 of Australia’s most iconic artists, including Ken Done, Jenny Turpin, Janet Laurence, Reko Rennie, Jonathan Zawada, Rosie Deacon, Sarah & Sebastian, Dion Horstmans and Blak Douglas. 

These artworks will be launched and showcased at the ‘Fantastical Sharks & Rays’ exhibition in the Australia Museum from August 2024 to January 2025.

Talking about the project, artist Ken Done, said, “This is a unique project and one that I am immensely looking forward to participating in. If it helps to protect some of the world’s endangered species, that would be a great achievement for us all.”

Dr. Leonardo Guida, shark scientist for the Australian Marine Conservation Society, added, “We are excited to see the imaginative interpretations of these remarkable shark and ray species by the next generation of artists. The fusion of art and science has never been more important as a means to engage and empower the broader community to save our threatened species and ensure healthy oceans for future generations.”

Lastly, Pamela Parrelli, art director, and Charlotte Berry, copywriter at Innocean commented, “Ocean conservation can be a daunting issue – until you start working with the creativity and hope of children. Seeing simple descriptions inspire artworks out of this world is a reminder of the power of pure creativity – far beyond anything a 25 character prompt could deliver in a few seconds. For every artwork, imagine the number of thoughts and conversations between children and parents over these sharks and rays – perhaps changing both perspectives for life.”

Australia – In partnership with the Australian Government, advertising agency BMF has created the first national child sexual abuse prevention campaign, ‘One Talk at a Time’. The campaign demonstrates that together we can create a safer world for our kids, free from sexual abuse, with something as simple as talking to the children in our lives.

‘One Talk at a Time’ calls for a collective effort to prevent child sexual abuse by helping adults understand that the risk of the unthinkable can be reduced significantly, one talk at a time.

Christina Aventi, chief strategy officer at BMF, said, “Child sexual abuse is a subject that’s hard to face let alone talk about. We don’t know how to broach the subject with our kids. This can paralyse us into silence. But silence creates space for people who abuse to come between children and those who protect them, and that is where child sexual abuse can hide. Everytime we talk, we break that wall and fill that ‘space’ with support, taking power away from perpetrators and help prevent child sexual abuse for every child.”

Meanwhile, Tom Hoskins, creative director at BMF, commented, “Bringing an end to child sexual abuse feels like a problem so large and insidious that many of us don’t know where to begin or even if it’s achievable. But reaching a solution as a community may be possible if we start with one talk at a time.”

The integrated campaign is live in Australia across TV, cinema, radio, social, and digital.

Manila, Philippines – To put greater focus on sharing voice and insights from women, global cosmetics company Avon has launched a new campaign that allows women to share their stories, struggles, and successes in their everyday actions.

Called the ‘Avon Watch Me Now’, the campaign is an online gallery hosted at watchmenow.avon.com that features a host of stories reflecting the different experiences of women across the world. These stories range from juggling motherhood and career, to surviving adversities like breast cancer, to overcoming the trauma of domestic violence. 

Included in the campaign is Avon’s commitment to donate US$1 for every story shared in the online gallery to charities that support women to help create a better world for women, which equates to a better world for all. 

“Avon’s mission for this gallery is to create a space where women can speak up, share their stories, and celebrate their achievements. It will collate authentic stories from around the world, showing that women are strong, courageous, and powerful—and should never be underestimated,” said Razvan Diratian, general manager at Avon Philippines.

In addition, the campaign has commissioned research on gathering insights on how women feel generally during these times, and found out that 41% of women have lost confidence as a result of lockdown restrictions, but that hearing everyday, relatable stories and sharing experiences with others helps these same women find strength. 

According to Angela Cretu, CEO at Avon, their research found that 92% of women have felt increased pressure during the pandemic due to various factors such as being unable to see loved ones in person (49%), financial stresses (47%), job security (29%), and homeschooling (24%).

In addition, they also found that half of women (52%) admit they have felt less connected, resulting in feelings of anxiety (44%), isolation (42%), lack of motivation (34%), and self-doubt (20%).

“Despite over half (57%) turning to online platforms to feel connected with their peers, over a quarter (28%) of women admit they feel judged when sharing their own struggles on social media sites, (27%) don’t believe anyone would be interested to hear their story and 40% don’t like to talk about themselves,” Cretu stated.

She added, “Nearly a third say these connections help them overcome challenges (32%) and for over a third (36%), it decreases feelings of anxiety or reduces self-doubt.”

The online archive is the latest in Avon’s long history of supporting causes for women. The company started 135 years ago by fighting for women’s right to work and has since expanded its advocacy to tackle issues such as breast cancer, domestic violence, women’s education, and now gender equality in the media.

Singapore – Nanyang Technological University, Singapore (NTU Singapore), in a bid to promote science, technology, engineering, and mathematics (STEM) educational opportunities and careers, has launched a new program to persuade women in exploring STEM-related education and career. 

Named ‘Promotion of Women in Engineering, Research, and Science’ (POWERS), the program will aim to recruit and empower women with a long-term goal to increase gender diversity in STEM careers. This will be achieved through creating a supportive ecosystem, conducting research to address barriers, and providing education and skill-building opportunities for career advancement in STEM. 

POWERS was unveiled during the biennial Women in Engineering, Science & Technology (WiEST) symposium, held at the Lee Kong Chian School of Medicine, Clinical Sciences Building, at NTU’s Novena campus, which was formally launched in the presence of Singapore president Halimah Yacob and Subra Suresh, NTU Singapore president.

POWERS is driven by Women@NTU, a voluntary initiative co-founded by Sierin Lim, associate dean for global partnerships at NTU Graduate College and Kimberly Kline, associate dean at NTU College of Science. POWERS is also supported by NTU’s College of Engineering, College of Science, and Graduate College.

“Our programs are designed to create a supportive ecosystem to empower women to enter and develop successful careers in STEM industries. We want to provide them with enhanced networking activities, as well as mentoring them towards opportunities in STEM careers,” Lim stated.

Part of the program campaign is the launch of WiEST 2021, which celebrates notable female role models, seeking to inspire and engage women who are considering a STEM career and to connect students with industry partners, with the long-term goal of increasing gender diversity in the STEM workforce.

“The strong support and collaborations with STEM partners, from education, industry, and the government, are essential to the success of the program. Together, we can develop women for future leadership in STEM,” Lim added.

The program launch is in response to the low rate of women engaging in STEM courses. A recent study by NTU shows that from a sample of 738 Singaporeans, only 58% of women who graduated with a STEM diploma or degree went on to work in a STEM field, compared to 70% of men with the same qualifications. This is despite women and men expressing equal career interests consistent with STEM jobs.

Furthermore, the study noted that women who left the STEM career pathway were more likely than men to perceive barriers of inclusion and career advancement. This finding is consistent with other international research which found that women are more interested in STEM education and careers when they believe they belong and can succeed in STEM.

“I believe men can be a compelling catalyst for other men to engage in equitable practices to support women empowerment. We can help provide women with a sense of belonging and purpose in STEM, especially in the male-dominant engineering field. We can create a long-lasting sustainable impact leading to greater diversity and attract more women to pursue their education and careers in STEM,” Louis Phee, dean of NTU’s College of Engineering.

As part of the program, POWERS will be initiated in a three-pronged approach: Connect, Research and Educate. The pilot program will connect students to the STEM community, conduct research to develop data-driven approaches with the local context, and work with educators and the community, to build a supportive ecosystem for women, from pre-university to postdoctoral levels, enabling them to thrive, advance and succeed in STEM.

For Kimberly Kline, co-chair of WOMEN@NTU, the program is designed to empower young women to engage in STEM through leadership training and community building. 

“Our mentors are trained to motivate, support and inspire women to pursue and achieve their goals. We want the next generation of women to view themselves as agents of change as they utilize their STEM education to address global challenges. We are building a community of high-achieving women because we believe that we are stronger together,” Kline stated.

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