Our goal is to build a better world for all of us by addressing gender bias. We imagine a world united with equal opportunity, equal rights and equal respect. We told our story from the point of view of the important things in life- love, hugs, learning and conquering our fears. They don’t see gender, race or religion. They see humanity.

The idea to also leverage existing P&G digital content to create an overarching corporate social responsibility (CSR) campaign, focused on P&G’s mission to achieve a gender-equal world, allowed us to demonstrate that individual P&G brands have always promoted equality, while consolidating its corporate viewpoint into one singular message: #WeSeeEqual.

#WeSeeEqual’s message focuses on the need to eliminate debilitating stereotypes that affect perception and hold humanity back, because the world is as you see it.

P&G launched its global corporate campaign, #WeSeeEqual, to correspond with International Women’s Day in March of 2017. The campaign was first debuted internally at P&G to communicate its overarching CSR effort to promote a gender-equal world to its employees. P&G then released the campaign through social to share its CSR mission with the millions of consumers it serves around the world. #WeSeeEqual was placed on the P&G “gender equality” CSR section of its website and posted on social channels such as Instagram, Facebook, Youtube, and Twitter. P&G wanted a digital campaign that would be shared through social to spread awareness and spark a global conversation about gender bias, knowing that discussion leads to debate, and debate leads to progress.

-Over 8 million views in one month

-ABX Advertising Index recognized as a prototype for how companies can do well by doing good, based on following results: 57% higher than the industry average for purchase intent; 64% higher for likability, 68% higher for sharing, and 101% higher for brand love

-AceMetrix ranked as the #1 most inclusive ad of 2017 and most effective ad with a social message; named one of top 5 breakthrough ads of 2017, earning higher advertising KPIs than 99% of ads from the Super Bowl, the Oscars, the Grammy's and the election cycle.

As P&G explored how its influence could build a better world, insights brought invisible gender bias to the forefront and it knew it had to take a corporate-level stand. #WeSeeEqual targets both internal employees to get them on board with P&G’s CSR mission of achieving gender equality, and its global consumer base to spark a conversation for change.

Our approach was to make innovative use of P&G’s existing digital content, combining it with original copy to create a unique campaign with one singular message: #WeSeeEqual. The scenes come from existing P&G gender-equality and empowerment campaigns such as Always’ #LikeaGirl and Secret’s #Raise to continue promoting P&G’s brand-level work in how it relates to its CSR initiative. In our approach of empathetic storytelling, we also incorporated existing UGC of real people in their everyday lives without emphasizing gender norms to make the point that gender is irrelevant to what one does.

The World Economic Forum recently reported that:

1. Countries that are more gender equal have a higher quality of life

2. The world will not be gender equal until 2133

As the world’s largest advertiser, Procter & Gamble (P&G) understands that advertising has the ability to extensively affect perceptions and attitudes, and has chosen to use this power responsibly. From Ariel’s #SharetheLoad and Always’ #LikeaGirl to Secret’s #Raise, P&G has been advocating for an equal world through its brands’ campaigns by pointing out invisible gender bias in role-types to positively impact ingrained gender inequality.

P&G wanted to create a communications initiative that united their various brand-level efforts under a corporate umbrella and positioned P&G as the company that is fighting gender bias around the world. #WeSeeEqual, linked to International Women's Day, brings P&G’s mission to life by uncovering gender bias, sparking conversations, and setting new expectations that motivate change.