Haircare giant Pantene has evolved its global Shine Strong campaign by launching a new thought-provoking video that tackles a common but unconscious behaviour many women around the world engage in everyday: over-apologizing.
The video is expected to become a thought provoking conversation starter around the globe as women in each market debate whether this is a behaviour that resonates with them personally, share their personal experiences and discuss whether they feel it’s a behaviour that undermines women as a whole. Pantene’s Shine Strong campaign first took shape in December 2013 following the worldwide success of a viral video titled “Labels,” originating from the Philippines, depicting gender labels in the workplace (more than 46 million YouTube views to date). Pantene’s latest video titled “Not Sorry” is designed to spark a dialogue about how women unknowingly minimize their strength with the subtle, yet powerful behaviour of unnecessarily saying ‘sorry,’ when there is no reason to apologise.
“Pantene is committed to helping women across the globe be strong and shine both inside and out,” said Colleen Jay, President, P&G Global Hair Care & Colour. “We are certain this evolution of the Shine Strong campaign and roll-out of the global Shine Strong Fund will inspire action and change. We believe the message of the “Not Sorry” video will resonate with women, encouraging them to be more aware of this diminishing behaviour and, in turn, prevent any bias they may be unconsciously creating,” says Jay.
The Pantene Shine Strong Fund:
The overwhelmingly positive response to the Shine Strong campaign inspired Pantene to continue the conversation, ignite change and help more women in more ways through the creation of a new global Shine Strong Fund. The mission of the Shine Strong Fund is to educate and enable women to overcome bias and/or societal expectations so they may reach their full potential, as well as celebrate the many strong women in the world who exemplify the essence of Shine Strong.
The U.S will be the first region to activate Pantene’s Shine Strong Fund, swiftly followed by regions around the world. North America will collaborate with the American Association of University Women (AAUW), a top-rated charity that has been empowering women on campus and in the workplace since 1881. The U.S fund will underwrite monetary grants and give access to influential leaders to enable women to be strong and shine, whether on university campuses, in the workplace or in the community.
Further details about the Shine Strong campaign can be found at www.pantene.com/shinestrong