Procter & Gamble Co. is tying its brands’ efforts against gender bias together in a new corporate #WeSeeEqual digital campaign linked to International Women’s Day coming March 8.
The digital campaign, running both paid and through organic social-media sharing on YouTube, Facebook, Instagram and elsewhere, could ultimately move to TV and is expected to be a multi-year effort, Mr. Pritchard said.
The initial video shows men, women, boys and girls defying gender stereotypes, using a mix footag that includes snippets from such brands as Always and Secret. The soundtrack from 4 Non Blondes’ “What’s Up” is interspersed with such text lines as “Hugs don’t care who give them,” “Butts don’t care who kick them,” and “Households don’t care who head them.”
