Procter and Gamble’s new digital campaign doesn’t focus on the household products it sells. Instead, it’s about the people who use them. The#WeSeeEqual spot launches today in anticipation of International Women’s Day on March 8, and will be online, but could eventually switch to TV.
The video shows clips of girls hugging their parents, sitting in math class, and performing science experiments interspersed with title cards reading, “Hugs don’t care who give them,” “Equations don’t care who solves them,” and “Science doesn’t care who studies it.” At the end, a woman tells a coworker to “do it” in reference to asking for equal pay.
“Gender equality is a natural focus area for us,” P&G spokesperson Tressie Rose tells Motto. She says the company employs more than 35,000 women directly and creates jobs for thousands more through suppliers and partners. “We believe in gender equality — with an equal voice and equal representation for women and girls as we know they are at the heart of sustainable growth and development for our company, our brands, and the world.”
But Marc Pritchard, P&G’s chief brand officer, told AdAge that the company still has ways to go before it achieves gender equality, despite women composing 45% of managers and a third of the board at the company. “We still think there’s more to do, because we think we should have equal representation at every level,” he said. “But we think that when consumers know we’re a company that does these things that it tends to help the brands too.”