Mumbai, India – To avoid the misinformation about menstrual periods being ‘dirty and impure’, feminine-care brand Whisper under Procter & Gamble has released a campaign to shed light on the biology of periods and explain that it’s a natural process that happens in every woman.
Conceptualised with advertising agency Leo Burnett, the fourth edition of the #KeepGirlsInSchool campaign showcases ‘The Missing Chapter’ film. This aims to teach the biology of periods and enlighten both mothers and daughters on menstrual hygiene and using sanitary pads during monthly cycles.
The campaign also comes after a study revealing that 1 out of 5 girls in India drop out of school every year due to lack of period education, whilst 7 out of 10 mothers are not aware of the biology of periods, seeing it as ‘dirty or impure’.
Girish Kalyanaraman, vice president and category leader of Feminine Care at Procter & Gamble India, said thatthe brand is dedicated towards period education to spread awareness about menstrual hygiene and giving sanitary pads to girls across the country. Therefore, they aim to educate mothers about the biology of periods and right sanitary products.
“Our aim is to empower young girls to achieve their dreams by completing their school education without any gaps and to stop them from dropping out of school because of a biological process as natural as periods. Our consumers can make a huge difference in helping us bridge this gap,” Kalyanaraman added.
Whisper started to launch its #KeepGirlsInSchool campaign in 2020 to address all girls in India and enlighten them about the true science behind the said cycle. Moreover, Whisper has been conducting school and community programs to teach period education and give free pads to girls and mothers.
Durban, South Africa– Whilst media coverage on sports gives athletes essential exposure, they also become the root of objectifying women due to camera angles that focus on female athletes’ certain body parts.
These tendencies in media encouragedUnilever’s global beauty brand Lux, a brand that aims to support women against everyday sexism, to release a campaign that encourages sports media to do a more responsible coverage by focusing on female athlete’s winning shots and strengths during competitions, instead of highlighting their certain physical attributes.
Done in collaboration withWunderman Thompson Singapore, the ‘Change The Angle’ campaign is associated with a 66-second ad highlighting the statements of female athletes that encourage audience and media to see their strengths instead of objectifying them. The ad also shows statistics on sexist sports coverage, revealing that there are 2500 pictures that objectify female athletes during 2021 Olympics.
Moreover, Lux has also collaborated with South African Volleyball Association and sports broadcaster SABC to organise a volleyball game where female players wore sports attires with QR codes on it, which are the same areas that are usually shown by sports broadcasters. When the QR codes are scanned, it will be directed to the Change The Angle campaign.
Severine Vauleon, global brand vice president of LUX, said that when they discovered that athletes, especially women, are more likely to be objectified due to the camera angles in sports coverage, they realised that they need to act on it.
“At LUX, we believe that beauty should be a source of strength, and that the focus should be on celebrating the beauty of their strength, skills and achievements in sport,” Vauleon added.
“The ‘Change The Angle’ campaign website offers six simple guidelines to effect change in how female athletes are portrayed – and we hope that everyone who’s keen to see change will spread the word,” Marco Versolato, CCO at Wunderman Thompson Singapore added.
With its commitment to fight sexism, Lux has released DE&I training programme last year which aims to stop bad behaviour in the workplace. A certain course in the programme named ‘LUX Allies Against Workplace Sexism’ is designed to help counter sexism in the workplace.
West Java, Indonesia – Indonesia-based e-commerce platform Tokopedia, Unilever Indonesia, and the West Java Provincial Government have partnered to hold a Digital Advanced Women’s Class entitled ‘MSMEs Women Empowered and Forward Digital: Inspiration for Women Dare to Bring Change’, which was attended by hundreds of local MSMEs in West Java, a province in Indonesia, and surrounding areas.
The event is a continuation of the signing of the cooperation between Tokopedia and Unilever Indonesia in the series of B20 Indonesia Women in Business Action Council programmes dedicated to empowering women entrepreneurs. Present as a result of the B20 Indonesia presidency, this program also presents the One Global Women Empowerment (OGWE) platform initiative that focuses on expanding access to information, business assistance in the digital era, and technical entrepreneurship training as a preparation to face the challenges ahead.
Emmiryzan, head of the public policy and regional government division of Tokopedia, said, “This is the fourth time that Tokopedia has held a KPMD after being successfully held in Bali and Surabaya. We hope that through KPMD, Tokopedia can help improve the competitiveness of local MSME players, especially female MSMEs so that they are able to become hosts in their own country and become the main choice of Indonesian people.”
Meanwhile, Marini Fabiano, Unilever Indonesia Foundation’s diversity and inclusion lead, noted that in line with the ‘The Unilever Compass’ strategy, Unilever is committed to continuing to contribute to creating a more just and inclusive society which is manifested through their efforts to develop entrepreneurial skills and provide access to mentoring and mentoring for women and MSMEs.
“Through collaboration with Tokopedia, we hope that women’s MSMEs, especially in West Java, can continue to grow and be competitive,” said Fabiano.
Atalia Praratya, the chairperson of Sekoper Cinta, commented, “We welcome the collaboration of Tokopedia and Unilever Indonesia in presenting KPMD activities in the West Java region. This is also in line with one of our programmes at Sekoper Cinta which provides training in opening up business opportunities so that women can be independent and contribute to the family economy. We hope that through this activity there will be more and more qualified MSMEs from West Java.”
New Zealand – October is Breast Cancer Awareness Month, and for its commemoration, the Breast Cancer Foundation NZ has partnered with the youth poets of Māori, the indigenous group of New Zealand, to share a message of body positivity.
The poet group Ngā Hinepūkōrero tackles a barrier to mammograms that are not often discussed – body shame and embarrassment.
In partnership with creative agency Colenso BBDO, the campaign centers around the poem ‘Ahi Kā’ performed by the group which is a protest poem that calls on women to love their bodies the same way New Zealand’s first women did.
With embarrassment often cited as a reason women avoid mammograms, and Māori women among the most at risk but least screened for breast cancer, the campaign seeks an important role to play.
Ngā Hinepūkōrero shared that they are thrilled to be part of a national campaign that encourages women to honor their whakapapa by loving their breasts and getting a mammogram.
Whakapapa is a fundamental principle in Māori culture, where reciting their whakapapa meant proclaiming their Māori identity, and recognizes one’s connection to a wider context and to land.
“The way wāhine Māori feel about our bodies has changed throughout generations. From our ancestors’ respect for their bodies, to our grandmothers’ feelings of shame and unacceptance, to the current generation’s reclamation of te ao Māori attitudes towards the body, and the love that comes from that,” the group said.
The message “Honor your whakapapa by loving your breasts. Get a mammogram.” is shared through print and film featuring breast cancer survivors. The poem has been brought to life through illustrations by designer Atarangi Anderson and animation by creative studio Creature Post.
The campaign launched 3 October with a 30” film and has rolled out across TV, OOH, and online.
Manila, Philippines – Women’s month is long past its celebration period, but the conversation on gender equality and empowerment for women remains as vibrant and ever kicking only because of one thing: there is still so much to fight for and so much to improve in the system.
In the latest study of ‘prosumers’ by Havas Ortega, the integrated media and communications group in the Philippines of the global Havas network, it is found that almost all of Filipino prosumers, or 90% of them, believe in the power of female representation in media, specifically those in sports, to assert that women are as strong and capable as men in areas that are deemed fit only for the latter.
So first of all, what are ‘prosumers’? In an exclusive conversation with the Havas Ortega team, its Head of Data and Analytics Phil Tiongson admits they are hard to define, but that if they were to be described by a term that’s a close likeness, it would be ‘key opinion leaders’ – but still, more than that.
“If I were to put a name to them, they’re probably key opinion leaders. But they’re more than that. As an opinion leader, they’re also very much in tune with what’s happening in the world. While they’re searching for new things, new gadgets, new beliefs, new philosophies, new brands, or even new attitudes, for example, they also have a sense of social responsibility to making a difference in the world,” shared Tiongson to MARKETECH APAC.
To simply put it, studying prosumers is sort of like studying the future, Tiongson adds. Because, he said further, whatever the prosumers feel, or whatever they do now, are things that the rest of the population will do the same 18 to 24 months down the road.
So what do these future-oriented consumers think about the realm of sports and its connection to one’s lifestyle? The study, ‘Sports Forward’, in fact, presents a lot of interesting insights; some, we’ve never heard before.
First off, sports have long been a passageway for women to prove their strength and their agility, that while different from the physical abilities of men, are ever-present within them, and of equal value to society. Filipino prosumers ought to believe that there need not immediate ‘drastic’ changes in media representation when after all, the voice of women in sports is much stronger in today’s time but maybe–we just need more of it.
Now that the pandemic has halted many of the sports events in the country, it would be much trickier to do that, but still, possible. Add to this, the country witnessing an unfortunate government intervention in May 2020 to the country’s leading broadcast media network, ABS-CBN; denying them franchise, ultimately pushing the network to shut off airtime in traditional TV.
ABS-CBN has, for many years, been the home of the top collegiate sports associations in the Philippines, UAAP and NCAA, airing their games, which makes it more difficult on this front to give media share to female athletes. NCAA, however, has decided to ink a partnership with rival network GMA, while UAAP has also tied with another network TV5, to keep the ground running.
The same Havas study also unearthed other interesting data, letting us in on Filipino prosumers’ perceptions towards sports, most of which, transcends its traditional role in society.
The study found that sports are also being looked at as a source of mental health. About 88% of Filipino prosumers believe that people who play sports are more likely to stay healthy mentally and emotionally. The report notes that this points to a strong belief that sports are in the same category as relaxation, meditation, and other mental health practices that promote mental wellbeing – something we are all in need of as we continue to keep our heads above the water against Covid-19.
In line with inclusivity for women, everyone in the prosumer group, or 99%, also believes that sports brands should further create athletic apparel that takes into consideration people’s religion, most notably, the incorporation of Muslims’ hijab for women.
A lot of global brands like Nike and Adidas have the hijab already as a staple apparel in their collections. Women athletes have also accomplished important firsts, where in fact, in 2016, professional fencer Ibtihaj Muhammad became the first Muslim woman to compete for America wearing a hijab during the Rio Olympics.
What Filipino prosumers might in fact is waiting for, is for said global feats to be replicated in the local arena–more local sports apparel offering hijab attire and of course, more representation of women proudly wearing their faith in the Philippine sports industry.
In a press release, Tiongson said that sports have indeed gone a long way from being a mere spectacle and a battle for fame, glory, and money.
“Sports are now seen as content that is imbued with meaning and that can contribute to meaningful, positive change in society,” he said.
Finally, Tiongson believes that with these insights brought to the surface, all stakeholders involved in sports must rethink their contribution to all of this.
“Athletes, celebrities, leagues, clubs, federations, and even sporting apparel and retailer brands should think about their emerged role in the lives of audiences. People look up to them more closely for meaningful inspiration – and they expect more from them,” he said.
Prosumer Reports are a series of thought leadership publications by the global Havas which includes its own proprietary research across the Havas network and client companies. Philippines’ Havas Ortega Group fully implements the initiative with a local adaptation of Filipino insights and data.
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.”
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