Pantene Wants You to Share Your #ShineStrong Moment
On the heels of the recent global success of the thought-provoking "Be Strong and Shine" viral video, which depicts gender labels in the work place, Pantene announced the launch of the global #ShineStrong campaign. The 60-second video first aired in the Philippines in early November 2013 and since hitting the Internet has received more than fifteen million views and ignited a global conversation.
Given the number views of the Philippine-based video, the positive comments and thousands of requests to air the video in North America, Pantene quickly decided to broaden the reach of this message and debut the 60-second video in Canada and the U.S. in late December.
The first phase of the #ShineStrong campaign will encourage women to join the movement by asking them to share their #ShineStrong moment with Pantene at http://www.pantene.com/shinestrongcanada. Five winners will be awarded an all-expense paid trip to a major women's leadership summit this summer for them and a friend. Entries will be accepted until January 17, 2014 from residents of the U.S. and Canada (excluding Quebec).
"Promoting awareness of gender labels is important to the Pantene brand and we are pleased that this powerful video and our #ShineStrong campaign has provoked discussion and encouraged debate in every region of the world," said Colleen Jay, P&G President of Global Hair & Hair Colour. "We are excited and committed to help better understand, educate and fuel the discussion on unfair labels and are working on plans to broaden and deepen our future program."