P&G has launched #WeSeeEqual digital campaign linked to International Women’s Day.

Procter and Gamble’s new corporate ad campaign was done in support of gender equality and women’s rights because ‘Equal pay doesn’t care who demands it.’

A gender equal world is a better world for all. Through our actions and the conversations that we spark, we aspire to build a better world for all of us — inside and outside of P&G — free from gender bias and with equal representation and an equal voice for women and men. A world where everyone sees equal.

– Procter&Gamble

The spot shows clips of men and women of all ages, including babies and children in situations that can shatter gender stereotypes. For example, we can see a clip of a dad changing a diaper, accompanied by the text line ‘Diapers don’t care who change them’, a young girl of a different race sitting in math class with the text ‘Equations don’t care who solve them,’ an old woman doing a bungee jump ‘Fears don’t care who conquer them’ and so on. The ad finishes with a scene in which a woman encourages her younger co-worker to ‘do it,’ accompanied by the line ‘Equal pay doesn’t care who demands it.’

P&G #WeSeeEqual (via)

The ad, done by ad agency Badger & Winters, is set to the 4 Non Blondes song ‘What’s Up’ with the following lyrics ‘ Twenty-five years and my life is still, trying to get that great big hill of hope, for a destination. I realized quickly when I knew I should, that the world is made up of this brotherhood of man for whatever that means… And I pray every single day for a revolution’ which means that all women and girls deserve to be treated with respect and to be valued.


Enjoy watching this heartwarming ad and share your views 🙂

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33 thoughts on “P&G has launched #WeSeeEqual digital campaign linked to International Women’s Day.

  1. I did a whole case study on the Dove women marketing campaign and I concluded that while it was a good solution, it was still a type of marketing gimmick and the main purpose was $$$. I wonder how this campaign will go over. I’m sure it will be successful though.

  2. This looks like such a great campaign. Good for Proctor and Gamble to not only think about women .. but everyone. Their message is inspiring. Thanks for sharing it with your readers

  3. This ad from Proctor and Gamble is for a great cause. I know there are still some parts of the world where women are still being treated as inferior to men. It is not only an issue of pay rate, but an issue of rights and equal opportunity employment.

  4. This is an awesome ad. I’ve always loved the song ‘What’s up’. I still listen to it every now and then. It’s so cool to see it in this ad. The dad doing the diaper is quite funny haha (Not the facts that he’s doing it, but the look on his face haha). Great slogan and ad.

  5. Yes delighted that Procter and Gamble have taken a step in the right direction in the hope that eventually women will be entitled to the same level of pay for doing the same job equally as well.

  6. Such an amazing campaign by P&G! Love that it shatters gender bias! Interesting quotes too esp Diapers don’t care who change them’ & ‘Equations don’t care who solve them.. Creative and so relevant for today’s society!

  7. Love it – what a great ad. I really hope that this kind of ad campaign is supported by a real effort by P&G to offer equal pay, equal opportunities to the people who work there, but also in terms of all the brands they sell and the advertising they use to sell to women. Someone else in the comments mentioned the Dove campaigns, and like with Dove, I think its really important to use advertising as a means of changing the stereotypes and helping to combat inequality, but ultimately, they have to put their money where their mouth is in terms of their business practices too!

  8. È davvero una campagna bellissima… e dovrebbe essere davvere preso alla lettera: parità di retribuzione, dovrebbe essere una cosa naturale e non dovrebbero esserci campagne … prima o poi ci arriveremo, si spera!

  9. Bellissimo messaggio che manda questa campagna sulle donne, in quanto devono essere valorizzate e soprattutto non devono essere sottovalutate anche perché siamo delle vere combattenti a volte anche più degli uomini non solo nel lavoro. Al giorno d’oggi, i pari di diritti e la pari retribuzione dovrebbero esserci senza troppe parole…

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    I great ad campaign by P&G to encourage equal rights for women. It’s also refreshing to also see a focus on minorities and the value they bring to the table.

  11. I think P&G came up with a brilliant idea for this campaign. Unfortunately, our world is very far away from recognising gender equality and there are many countries where women still have no rights. I think that rather than making campaigns to raise awareness we should actually act and do something about it.

  12. I love the commercials with the strong message. Today many parts of the world lack gender equality, and the adds like these have to be made in order to raise the awareness among people. This commercial is excellent and very influential.

  13. Bellissima campagna! Finalmente qualcuno che si spinge oltre alla questione della violenza di genere e tocca un punto dolente per l’industria internazionale, cioè la questione economica. La verità è che ogni grado di subalternità sociale, che ci piaccia o no, è legato all’emancipazione economica e la minore retribuzione della donna in tutto il mondo a parità di livello è una scandalosa legalizzazione di subalternanza di genere.
    Questa campagna è andata oltre l’ovvio! Bellissima

  14. Un’ottima campagna, proprio perché si rivolge a tutti e non solo alle donne. E un ottimo articolo, complimenti 🙂
    A questo proposito, mi piacerebbe avere la tua opinione di esperta sulla nuova campagna Dove con i flaconi di ‘forme’ diverse, che sta facendo discutere molto: cosa ne pensi?

    1. Grazie mille per il complimento, sono contenta che ti è piaciuta questa campagna! 🙂

      Per quanto riguarda della campagna “Real Beauty Bottles” di Dove. Secondo me il messaggio è stato molto bello e originale. Il brand voleva lanciare la campagna completamente diversa da quelle che faceva prima e portare il concetto di bellezza a un nuovo livello – attraverso i suoi prodotti che mostrano che la vera bellezza della donna è indipendente dai canoni standard e viene in tutte le forme e dimensioni. Tutte noi siamo diverse e questo ci rende uniche! 🙂

      Ma l’esecuzione del progetto a mio avviso non è pienamente riuscita. Non tutte di noi vogliono comprare una bottiglia di bagnoschiuma sulla base della propria forma del corpo (soprattutto se siamo circondati delle star del cinema e della tv “magre, alte, belle e perfette”). E si crea così il dubbio e l’insicurezza in se stessi.

  15. Che bellissima iniziativa! Più si sensibilizza su questo argomento, più passi facciamo in avanti per un futuro migliore per tutti noi!!!

  16. Oh hmm. I’m not really down with this. I mean I am a feminist and you’d think having a major company backing equal pay would be all good but…where were they before this was trendy? Where were they before feminism was marketable? When it was yucky and ugly and gritty? They were…making money off of whatever was trendy. And doing vicious animal testing, which if I’m not mistaken, they still do. Bleh. I stand behind those who have ALWAYS stood behind me; not the ones who choose to do it when it benefits them.

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