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In December, a powerful Pantene Philippines ad went viral, with each scene depicting a gender double standard. The goal was to address labels in the workplace, and the campaign has been running strong ever since.
In the Philippines, where patriarchy is still certainly the norm, Pantene is using social media to continue to challenge the status quo. The Facebook page hardly looks like most brand pages. There's less product display than you'd expect from a personal care brand, and there are plenty of photos addressing roles and gender bias, all with the hashtag #whipit.
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