“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those around us to consider their own gender biases ― conscious or unconscious ― and take steps to correct negative or outdated stereotypes that are weighing us down.”
This Women’s History Month, remember that we have the power to make history every day. Follow along with HuffPost on Facebook, Twitter and Instagram in March using #WeMakeHerstory.