\r\n\tIn December, a powerful Pantene Philippines ad<\/a> went viral, with each scene depicting a gender double standard. The goal was to address labels in the workplace, and the campaign has been running strong ever since.<\/p>\r\n

\r\n\tIn the Philippines, where patriarchy is still certainly the norm, Pantene is using social media to continue to challenge the status quo. The Facebook page<\/a> hardly looks like most brand pages. There's less product display than you'd expect from a personal care brand, and there are plenty of photos addressing roles and gender bias, all with the hashtag #whipit.<\/p>\r\n

\r\n\tSome display surprising statistics about women in the workplace and society—many of them suggesting women are accepting of the inequality—with a simple piece of copy underneath: "Together we can overcome bias."<\/p>\r\n

\r\n\tPantene is also posting photos directly related to the December spot about labels. Each photo shows a negative word often aimed at women—some in English, some in Tagalog, varying from "whiny" to "weak" to "attention whore"—with a caption ending in "Don't let labels hold you back."
\r\n\t","author":[{"@type":"Person","name":"Roo Powell","url":"https:\/\/www.adweek.com\/contributor\/roo-powell\/"}],"sharedContent":{"@type":"NewsArticle","headline":"Pantene Philippines Takes Its Battle for Gender Equality to Facebook","url":"https:\/\/www.adweek.com\/creativity\/pantene-philippines-takes-its-battle-gender-equality-facebook-157399\/","datePublished":"2014-05-01T10:10:37-04:00","articleBody":"In December, a powerful Pantene Philippines ad went viral, with each scene depicting a gender double standard. The goal was to address labels in the workplace, and the campaign has been running strong ever since.\r\n\r\n\tIn the Philippines, where patriarchy is still certainly the norm, Pantene is using social media to continue to challenge the status quo. The Facebook page hardly looks like most brand pages. There's less product display than you'd expect from a personal care brand, and there are plenty of photos addressing roles and gender bias, all with the hashtag #whipit.\r\n\r\n\tSome display surprising statistics about women in the workplace and society—many of them suggesting women are accepting of the inequality—with a simple piece of copy underneath: "Together we can overcome bias."\r\n\r\n\tPantene is also posting photos directly related to the December spot about labels. Each photo shows a negative word often aimed at women—some in English, some in Tagalog, varying from "whiny" to "weak" to "attention whore"—with a caption ending in "Don't let labels hold you back."","author":[{"@type":"Person","name":"Roo Powell","url":"https:\/\/www.adweek.com\/contributor\/roo-powell\/"}],"publisher":{"@type":"Organization","name":"Adweek","logo":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/themes\/adweek-next\/src\/images\/global\/logo-black.png"}},"image":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/uploads\/files\/blogs\/pantene-facebook-hed-2014_0.jpg?w=652&h=652&crop=1"},"description":"

\r\n\tIn December, a powerful Pantene Philippines ad<\/a> went viral, with each scene depicting a gender double standard. The goal was to address labels in the workplace, and the campaign has been running strong ever since.<\/p>\r\n

\r\n\tIn the Philippines, where patriarchy is still certainly the norm, Pantene is using social media to continue to challenge the status quo. The Facebook page<\/a> hardly looks like most brand pages. There's less product display than you'd expect from a personal care brand, and there are plenty of photos addressing roles and gender bias, all with the hashtag #whipit.<\/p>\r\n

\r\n\tSome display surprising statistics about women in the workplace and society—many of them suggesting women are accepting of the inequality—with a simple piece of copy underneath: "Together we can overcome bias."<\/p>\r\n

\r\n\tPantene is also posting photos directly related to the December spot about labels. Each photo shows a negative word often aimed at women—some in English, some in Tagalog, varying from "whiny" to "weak" to "attention whore"—with a caption ending in "Don't let labels hold you back."
\r\n\t"}} Pantene Philippines Takes Its Battle for Gender Equality to Facebook

AdFreak

Pantene Philippines Takes Its Battle for Gender Equality to Facebook

Social postings follow earlier viral spot

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In December, a powerful Pantene Philippines ad went viral, with each scene depicting a gender double standard. The goal was to address labels in the workplace, and the campaign has been running strong ever since.

In the Philippines, where patriarchy is still certainly the norm, Pantene is using social media to continue to challenge the status quo. The Facebook page hardly looks like most brand pages. There's less product display than you'd expect from a personal care brand, and there are plenty of photos addressing roles and gender bias, all with the hashtag #whipit.

Roo Powell

Roo Powell is freelance contributor to Adweek.

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