In a move being widely lauded as progressive and landscape-changing, Clean & Clear has launched a new campaign titled “See The Real Me” featuring transgender activist Jazz Jennings.
The campaign aims to inspire people from around the world to share their own coming-of-age stories on social media with the hashtag #SeeTheRealMe. To that end, the brand’s new video spot (below) features Jennings’ tale about growing up and coming to understand — and take pride in — her own identity.
“It’s really amazing, as it helps many teen girls who are struggling. It helps them to find themselves and be true to who they are. I hope they can learn to be brave and not care what other people think about them, because if they just stay positive and spread love, then others will be true friends who will accept them no matter what.”
We’ve been talking a lot recently about the new turn toward transparency and social progress in marketing (from food-makers cracking down on questionable ingredients to companies broadening their views of what an American family looks like). This powerful, upbeat spot has us wondering whether it might mark the beginning of advertisers taking the popular “real women” marketing trend to an even more inclusive level.