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.
Some display surprising statistics about women in the workplace and society—many of them suggesting women are accepting of the inequality—with a simple piece of copy underneath: "Together we can overcome bias."
Pantene is also posting photos directly related to the December spot about labels. Each photo shows a negative word often aimed at women—some in English, some in Tagalog, varying from "whiny" to "weak" to "attention whore"—with a caption ending in "Don't let labels hold you back."