P&G launches equal pay campaign ahead of International Women's Day

Procter & Gamble is adding its bit to the fight for equal pay with a new corporate ad, launched in the run-up to International Women's Day.

To create the ad, P&G turned to a small boutique agency, Badger & Winters, based on its successful campaign "#womennotobjects" at Cannes aimed changing the guidelines so they discourage jurors from honouring ads that objectify women, reported Ad Age

International Women's Day is on 8 March.

Currently, "#WeSeeEqual" is a digital campaign, running on YouTube, Facebook, Instagram and elsewhere, but could ultimately move to TV and is expected to be a multi-year programme, chief brand officer Marc Pritchard told Ad Age

This first video shows vignettes, that appear to be a mix of user-generated footage and snippets from P&G brand campaigns. The clips are interspersed with text lines such as "problems don't care who solves them", and "butts don't are who kick them". 

The closing line is: "Equal pay doesn't care who demands it".

P&G follows in the footsteps of Audi which used its Super Bowl spot to promote equal pay for women

GET YOUR CAMPAIGN DAILY FIX

The latest work, news, advice, comment and analysis, sent to you every day

register free