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On the heels of the recent success of its Be Strong and Shine viral video, which depicts gender labels in the workplace, P&G hair care brand Pantene announced the launch of the global #ShineStrong campaign. The 60-second video first aired in the Philippines in early November 2013 and, since hitting the Internet, has received more than eight million views and ignited a global conversation.
Given the number of views of the Philippine-based video, the positive comments, and the thousands of requests to air the video in the U.S., Pantene quickly decided to broaden the reach of this message and debut the 60-second video in the U.S. on TV during the 2013-year-in-review program “The Year” on ABC on December 19, 2013. The first phase of the #ShineStrong campaign encourages women to join the movement by asking them to share their #ShineStrong moment with Pantene at www.pantene.com/shinestrong. Five winners will be awarded an all-expense paid trip to a major women’s leadership summit this summer for them and a friend. Entries will be accepted December 20, 2013 through January 17, 2014 from U.S. residents only.
“Promoting awareness of gender labels is important to the Pantene brand, and we are pleased that this powerful video and our #ShineStrong campaign has provoked discussion and encouraged debate in every region of the world,” said Colleen Jay, P&G president of global hair care and hair color. “We are excited and committed to help better understand, educate and fuel the discussion on unfair labels and are working on plans to broaden and deepen our future program.”
“Pantene speaks to millions of women around the world, [and] we feel it’s important to leverage our reach to help make an impact,” said Deb Henretta, group president, P&G global beauty.