Manila, Philippines – Procter & Gamble (P&G) has partnered with Southeast Asia’s e-commerce platform Lazada to launch a new campaign for women titled ‘#RealDeal’, with the aim to raise awareness around Imposter Syndrome a psychological phenomenon in which a person feels inadequate and incompetent despite her evident success and capabilities.

According to a study by the US National Library of Medicine, about 82% of the general population experience imposter syndrome in different periods of their lives, while the statistics from the 2019 Imposter Syndrome Study, also shared that 1 out of 2 women experiences Imposter Syndrome on a daily or regular basis, attesting to the fact that women often doubt their own abilities through feelings of fraud and belittlement of their own experiences and expertise.

The ‘#RealDeal’ campaign aims to shed light on this psychological experience through a short film, telling the real-life story of Singaporean entrepreneur, Yeo Wan Qing, who overcame Imposter syndrome by being open to those around her about the struggles she was facing.

The campaign will run on Lazada in May and June across five Southeast Asian markets including the Philippines, Thailand, and Singapore, as well as Indonesia, and Vietnam, with a wide range of exclusive offers on P&G products such as Olay, Pantene, and Oral-B.

“Imposter Syndrome should be taken seriously. Women who experience Imposter Syndrome need to come to the realization that people value their expertise, and they can focus on growing through the process. Additionally, they can speak to someone they trust to help them realize that their fears are unfounded,” said Dr. Lim Boon Leng, the psychiatrist from Dr. BL Lim Centre for Psychological Wellness.

Meanwhile, Alexandra Vogler, the senior director of e-commerce at P&G Asia Pacific, Middle East, and Africa, shared, “P&G is deeply committed to equality and inclusion. Through this campaign, we want to bring to light the inner struggles that go unnoticed among women experiencing Imposter Syndrome. Through this short film, we hope to inspire people to start conversations about Imposter Syndrome, and support one another in overcoming it.”