Friday, January 24, 2014

Have you seen Pantene's Viral Video Challenges Gender Bias in the Workplace?

In modern society whereby females are just as successful and capable as males, there are still labels and stereotypes associated with women. Statement such as 'It's easier working for male bosses as female bosses are very bossy' or 'Check out the way she dresses, showing off her new dress' are not foreign to us.

A Pantene study in the Philippines found that 70% of men still think that women need to downplay their personality to be accepted. Pantene’s insight from Filipino culture spurred the creation of a video depicting this hidden double standard, boldly asking questions like “Why is he called boss, but she’s called bossy?”

Needless to say, ALOT of reactions came out from this video. In a little more than a month, the video generated more than seven million views and thousands of comments around the globe. Author of 'Lean In' author and Facebook COO, Sheryl Sandberg, also shared the video on her Facebook page.

  • Today, Pantene has earned 241,100,081 overall earned media impressions and 227,072,270 digitally.
  • Forbes has quoted the video for portraying gender labels effectively, while Time has lauded Pantene’s efforts to break down ever sexist workplace stereotype in one ad.
  • Through pure organic growth and virality, the video has made waves in the United States, on programmes such as ABC World News Tonight and even Good Morning America.

Check out this interesting video below.

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