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CINCINNATI — In the wake of its recent success of the thought-provoking "Be Strong and Shine" viral video, which depicts gender labels in the workplace, Pantene is launching the global #ShineStrong campaign.
The Procter & Gamble hair care brand said Thursday that the 60-second video first aired in the Philippines in early November 2013 and, since hitting the Internet, has received more than 8 million views and "ignited a global conversation."
Given the number of views of the Philippine-based video, positive comments and thousands of requests to air the video in the United States, Pantene said it decided to broaden the reach of the message and debut the 60-second video in the U.S. during "The Year" on ABC on Dec. 19 at 9 p.m. EST.
"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," commented Colleen Jay, president of Global Hair Care & Hair Color at P&G. "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."
The first phase of the #ShineStrong campaign will urge women to join the movement by asking them to share their #ShineStrong moment with Pantene at pantene.com/shinestrong. Five winners will be awarded an all-expenses paid trip to a major women’s leadership summit this summer for them and a friend. Entries will be accepted Dec. 20, 2013. through January 17, 2014. from U.S. residents only.
"Pantene speaks to millions of women around the world. We feel it’s important to leverage our reach to help make an impact," stated Deb Henretta, group president for P&G Global Beauty.
