I was pleasantly surprised to see this video from Pantene Philippines talking about double standards against women. Not that the double standards don’t exist, but that this message would come out of what is a generally anti-intellectual culture in a commercial of all things. Hope to see more like this!
From the video description:
Does gender bias still exist? If the answer is no, then why is it that women who take charge tend to be called bossy, whereas men who do the same is just doing his job as a boss? Or why is it that when mothers are passionate about their career, they tend to be seen as selfish, while working dads are dedicated? It is also quite startling that a recent study said 70% of men feel that women need to downplay their personality in order to be accepted.
According to the 2013 Global Gender Gap Report, the Philippines ranks number 5 in gender equality. But a survey by the social news network, Rappler, revealed that gender bias is still very much prevalent. One thought-provoking statistic showed that 77% of males and 66% of females believe that men deserve employment more than women — clearly reinforcing that bias exists in the workplace. Research findings show that both genders have prejudices and are prejudiced against.
Pantene, a brand that stands for empowering women to shine boldly, highlighted the issue of double standards and the culture of inequality that people have come to accept as the norm. Although initially approached from a local standpoint, the campaign resonated to the global market, recognizing an idea that was inspired by a hard-hitting reality that every woman faces.
Thus, #WhipIt was created. Urging women to leave labels behind, and be strong and shine.
Learn more about the movement and join the conversation here: http://www.rappler.com/brandrap/whipit