Pantene encourages women to get active in ‘Ribbon of Strength’ campaign
After conducting research which found two-thirds (65%) of women have fears about playing sport, Pantene has launched Ribbon of Strength, a campaign which aims to get more women feeling confident about working out.
Pantene has partnered with Rugby 7s gold medallist Charlotte Caslick, gold medal Paralympic athlete Ellie Cole, and pro-surfer Zoe Clarke, to launch the initiative with a 90 second video.
The campaign asks women to braid ribbons into their hair in order to prove that “strength really is all in the head”.
Endi Asmira, country category lead, P&G Hair Care said: “Pantene has always believed in empowering women with strength and confidence. We’re proud to be launching the Pantene Ribbon of Strength campaign to draw attention to this alarming issue of women dropping out of sport due to self-doubt.
“We look forward to seeing women wear their ribbons proudly as a symbol of strength and to show their support for women everywhere.”
Pantene will be distributing the ribbons to women across Australia over the coming weeks.
CREDITS
Client: Procter & Gamble
Communications agency: Herd MSL
Video production: Elastic Studios
Media agency: Starcom
For Pantene, Australia
Weak call to action. Where’s the link between wearing a ribbon and feeling confident enough to join a sport? I also can’t braid my hair, let alone braid a ribbon into it, so I’m out.
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