“A gender-equal world is a better world for all.”
That’s the tagline ― and truism ― of Procter & Gamble’s (P&G) new women’s empowerment campaign #WeSeeEqual. The campaign’s mission is to spark conversations around gender equality through a series of advertisements. The first spot was released Thursday and falls in line with some of the company’s past “femvertising” campaigns like Secret’s “Stress Test” ads and Always’ “Like A Girl” campaign.
The short clip shows different shots of people living their lives in ways that push back on stereotypical gender roles. Viewers see a young girl doing a science experiment; a man crying while hugging his daughters; a father changing his baby’s diaper; a working mother coming home to her daughter.
After each shot a sentence flashes on screen to remind viewers that gender roles are meaningless: “Science doesn’t care who studies it,” and “Tears don’t care who cry them.”
The last shot shows a woman from one of Secret’s Stress Test ads hyping herself up to ask her boss for a raise. “Equal pay doesn’t care who demands it,” the screen reads.
According to a P&G press release, the company hopes the spot will create more conversations about equality: “#WeSeeEqual is our way of sharing our vision and challenging those around us to consider their own gender biases ― conscious or unconscious ― and take steps to correct negative or outdated stereotypes that are weighing us down.”