CINCINNATI — Procter & Gamble’s Pantene hair care brand is further evolving its global Shine Strong campaign with the launch of the global Shine Strong Fund and a new video that tackles a common but unconscious behavior many women engage in everyday: over-apologizing.
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 behavior of unnecessarily saying “sorry,” when there is no reason to apologize.
“Pantene is committed to helping women across the globe be strong and shine both inside and out,” stated Colleen Jay, president, P&G global hair care and color. “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 behavior and, in turn, prevent any bias they may be unconsciously creating.”
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.
In the United States, Pantene’s Shine Strong Fund will kick-off with a collaboration with the American Association of University Women, a charity that has been empowering women on campus and in the workplace since 1881. The fund will underwrite monetary grants and give access to influential leaders to enable women to be strong and shine, whether on college campuses, in the workplace or in the community.
In the United States, the Pantene Shine Strong Fund will provide women with resources in several areas:
College Grants Program: Beginning in August 2014, students will apply for the AAUW and Pantene Shine Strong Campus Action Project grant program. The program is designed to challenge women student leaders on college campuses throughout the country to initiate change and tackle harmful gender biases and stereotypes that permeate our culture. Grants will be awarded spring in the semester and Grantees will present their work at AAUW and NASPA’s National Conference for College Women Student Leaders in June 2015.
Professional Training Programs: Pantene will provide professional women with various tools and resources for bias awareness and prevention, including a monthly web chat series, hosted by female leaders from across several industries, to help them succeed in the workplace.
Giving Back in the Community: The Pantene Beautiful Lengths program is one way the brand will connect with women in the community. Pantene provides free, real-hair wigs to women undergoing cancer treatment to help them feel and look like themselves and overcome some of the biases associated with cancer.