Secret’s #RaiseItUp
Initiative Activates “Secret Missions” to Directly Support
Women
Today, Secret Deodorant announced the launch of #RaiseItUp, a
multi-phased initiative that empowers and supports women at a time
when COVID-19 threatens to be the biggest setback to gender
equality in a decade1.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20201005005738/en/
Secret debuted a powerful campaign video
during the WNBA finals, written and directed by two dynamic Black
women. The commercial features an original script by poet, author
and activist, Jasmine Mans. (Graphic: Business Wire)
As part of Secret’s pledge to donate an additional $1 million in
support of equality programs, the brand is taking immediate action
in partnership with YWCA USA to establish a “Secret Missions” fund
that will provide direct assistance to women. These “Secret
Missions” will focus on childcare, career development and other key
areas that make a difference in the lives of women and their
families.
“The COVID-19 pandemic has disproportionately affected women and
even further increased inequalities in opportunities and income for
multicultural women,” said Freddy Bharucha, Senior Vice President,
North America & Global Personal Care, Procter & Gamble.
“Secret is proud to step up, in partnership with the YWCA, to
provide assistance and opportunities to the women who need it the
most. Together, we will #RaiseItUp for women everywhere.”
According to McKinsey & Company’s Women in the Workplace
2020 study, women—especially Black women and women of color—are
more likely to have been laid off or furloughed during the COVID-19
crisis,2 stalling their careers and jeopardizing their financial
security. In fact, the Department of Labor stated that out of the
700,000+ jobs that were eliminated in the first wave of pandemic
layoffs, nearly 60 percent were held by women.3 Similarly, one in
three mothers has considered leaving the workforce or downshifting
her career since the pandemic, with household responsibilities,
childcare and home-schooling listed as top contributing
factors.
“The 2020 pandemic has exacerbated many of the things
women already face, and they have been shouldering the weight of
the challenges brought on this year,” said Sara Saunders, Senior
Brand Director, Secret & Gillette. “Through our #RaiseItUp
initiative, we aim to not only celebrate the strength and
resilience of women but also take meaningful action to support them
in the areas of their life that mean the most.”
“COVID-19 has eroded many positive gains towards closing gender
gaps and has placed added impediments for women to be sources of
significant global growth,” said Alejandra Y. Castillo, CEO, YWCA
USA. “In order to mitigate those losses, it is imperative now more
than ever that brand and organizations like Secret and YWCA USA
unite to work to advance equality for all women through initiatives
like #RaiseItUp. This partnership will help us continue to deliver
programming, services, and other resources that support our mission
to eliminate racism, empower women, and promote peace, justice,
freedom and dignity for all.”
#RaiseItUp Campaign Details
Women are the coaches, players, trainers and fans in everyday life.
From morning to night, they run non-stop. They are accepting the
challenges thrown at them in 2020, and Secret is calling on women
everywhere to share a photo on social media of what it means to
them to #RaiseItUp.
Notable women, including WNBA stars Swin Cash and A’Ja Wilson,
helped kick off a social media campaign, sharing their own personal
#RaiseItUp images and inviting women to share how they “raise it
up” – at home, at work, for their families and, most importantly,
for themselves.
Join Secret to help #RaiseItUp for women by:
- Sharing a woman who you #RaiseItUp for on social media and
tagging @SecretDeodorant. Join the conversation at
- Instagram (@SecretDeodorant),
- Twitter (@SecretDeodorant)
- Facebook (http://www.facebook.com/Secret).
- Making a contribution to YWCA USA at
www.ywca.org/raise-it-up.
Secret x WNBA Finals TV
Commercial Developed internally by P&G in-house
creative team, Secret also debuted a new television commercial
during the WNBA finals on Sunday, Oct. 4. The :60 second spot
features the work of two dynamic, creative Black women: an original
poem by poet, author and activist, Jasmine Mans, and it was
directed by Chassidy Jade, who also works to give opportunities to
high school graduates interested in film, specifically young Black
women and women of color. Cameos include some of the WNBA’s biggest
stars, including newly minted Most Valuable Player (MVP) A’Ja
Wilson and WNBA “Wubble Moms” Phoenix Mercury’s Bria Hartley and
Candice Dupree of the Indiana Fever.
- No Sweat Here (:60) - The spot highlights the challenges women
have faced as a result of COVID-19. Provocative and bold, Jasmine’s
work embodies what it means to elevate women’s voices, especially
those of Black and Latinx women. Through her poetry in Secret’s new
spot, Mans tells a story that unites all women in their
strength.
About Secret Secret was the
first antiperspirant brand designed specifically for women, and for
the past 60 years, Secret has been on the forefront of women’s
lives, leading with innovation designed to provide superior odor
and wetness protection. Through the years, the brand has proudly
supported women’s advancement and equality through its campaigns
and communications. Its latest campaign, “All Strength, No Sweat,”
is a continuation of this commitment to women, celebrating those
who boldly challenge the status quo, push through barriers and
stand up for what they believe in, without “sweating” the obstacles
that may come their way. Secret challenges women everywhere to be
all strength, no sweat.
About YWCA YWCA USA is on a
mission to eliminate racism, empower women, stand up for social
justice, help families, and strengthen communities. We are one of
the oldest and largest women’s organizations in the nation, serving
over 2 million women, girls, and their families. YWCA has been at
the forefront of the most pressing social movements for more than
160 years — from voting rights to civil rights, from affordable
housing to pay equity, from violence prevention to health care
reform.
Today, we combine programming and advocacy in order to generate
institutional change in three key areas: racial justice and civil
rights, empowerment and economic advancement of women and girls,
and health and safety of women and girls.
1COVID-19 is the Biggest Setback to Gender Equality in a Decade
World Economic Forum, July 1, 2020
https://www.weforum.org/agenda/2020/07/gender-equality-women-employment-covid19/
2Kinsey & Company: Women in the Workplace 2020
https://www.mckinsey.com/featured-insights/diversity-and-inclusion/women-in-the-workplace
3S. Department of Labor: Bureau of Labor Statistics
4COVID-19 and gender equality: Countering the regressive effects
McKinsey & Company
https://www.mckinsey.com/featured-insights/future-of-work/covid-19-and-gender-equality-countering-the-regressive-effects
View source
version on businesswire.com: https://www.businesswire.com/news/home/20201005005738/en/
Kim Murphy, Citizen Relations
kim.murphy@citizenrelations.com
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