P&G’s Whis­per pro­motes girlpower

China Daily (Canada) - - BUSI­NESS - By ZHONG­NAN zhong­nan@chi­nadaily.com.cn

Whis­per, a fem­i­nine care brand owned by global house­hold gi­ant Proc­ter & Gam­ble Co, is seek­ing to ex­pand the in­flu­ence of its LIKEA­GIRL cam­paign by do­nat­ing over 758,760 san­i­tary pads to 4,187 girls in China who were left­be­hind while their par­ents went to work in big cities.

Ini­ti­ated in 2014 in the United States, Whis­per’s LIKEA­GIRL cam­paign aims to re­new the mean­ing of the phrase “like a girl” in or­der to break down neg­a­tive stereo­types held by young women, boys and girls world­wide, as well to draw­greater at­ten­tion from so­ci­ety as a whole to gen­der is­sues.

“In­stead of pro­mot­ing Whis­per prod­ucts, the cam­paign draws on emo­tions and sen­ti­men­tal­ity by di­rectly con­fronting a topic that so many peo­ple can re­late to per­son­ally,” said EileenWang, com­mu­ni­ca­tions as­so­ci­ate di­rec­tor at the unit of P&GGC Baby, Fem­i­nine and Fam­ily Care.

With a mes­sage of restor­ing pride to young women, the cam­paign specif­i­cally tar­gets girls in pu­berty mak­ing their tran­si­tion to be­ing young women — a time that typ­i­cally brings with it a drop in self-con­fi­dence.

Whis­per rein­vig­o­rated its cam­paign mes­sage at the 2016 Sum­mer Olympics in Brazil with the LIKEA­GIRL and “Keep Play­ing” ini­tia­tive this year.

Lead­ing up to the Olympics, Whis­per or­ga­nized a large “Keep Play­ing” and LIKEAGIRLs­port­ing event in China in July at Bei­jing’s Olympic Park to pro­mote women’s par­tic­i­pa­tion in sports.

The event was well at­tended by ath­letes of all ages, in­clud­ing the goal­keeper of the China Women’s Soc­cer Team and Olympics Am­bas­sador Zhao Lina. It cul­mi­nated in the air­ing of the new LIKEA­GIRL cam­paign video, with all in at­ten­dance shout­ing LIKE A GIRL to echo the Olympic spirit.

It also gar­nered tremen­dous sup­port from pop­u­lar Chi­nese ac­tresses and sportswomen, such as Guan Xiao­tong, Yuan Shan­shan and Zhao Lina vi­aWeibo, the pop­u­lar Chi­nese mi­cro-blog­ging site.

“We were ex­cited to see so many girls come and join our event. This strong sup­port helps Whis­per to make a dif­fer­ence. We hope that the ‘Keep Play­ing’ and LIKEA­GIRL cam­paigns can en­cour­age girls to keep play­ing sports and build up their con­fi­dence dur­ing sports,” said Wang.

Thanks to the suc­cess of the LIKEA­GIRL ef­forts in the US over the past two years, Whis­per also de­ployed its re­sources to young women and girls to en­cour­age them to en­gage not only in sports, but also in other fields, such as char­i­ties and ed­u­ca­tion.

In ad­di­tion to the event in Bei­jing, Whis­per launched a crowd­fund­ing event in March to help over 10,840 left-be­hind girls who lack fam­ily care be­cause they are in modest fi­nan­cial con­di­tions.

A to­tal of 758,760 san­i­tary prod­uct pack­ages were sent to girls in a num­ber of schools across China. More such events will ei­ther be launched or planned in the sec­ond half of this year, to sup­port the LIKEA­GIRL cam­paign na­tion­wide.

Zhang Yaxin, deputy di­rec­tor of the mar­ket de­vel­op­ment depart­ment of the Chi­nese Olympic Com­mit­tee, said do­na­tions from multi­na­tion­als such as Whis­per play a vi­tal role in help­ing dif­fer­ent ar­eas of so­ci­ety in China. He en­cour­aged more com­pa­nies, or­ga­ni­za­tions and peo­ple to of­fer help to im­prove the lives of young fe­males in Chi­nese so­ci­ety.

“We also hope com­pa­nies and so­ci­ety can pay more at­ten­tion to these girls whose par­ents are work­ing in cities or those with­out par­ents in poor ru­ral ar­eas,” said Zhang.

PRO­VIDED TO CHINA DAILY

Par­tic­i­pants ex­er­cise at Whis­per’s “Keep Play­ing” and LIKEA­GIRL sport­ing event at Bei­jing’s Olympic Park in July.

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