The video ‘AndStand’ sparks a global conversation and inspires women to use their ANDs – all of the qualities, attributes and characteristics that make them who they are
BestMediaInfo Bureau | Mumbai | January 12, 2015
Gillette Venus has launched a video under its campaign ‘Use Your And’ to inspire women and girls to stand up against one-dimensional labels and encourage them to unleash the innate potential inside them. The video ‘AndStand’ sparks a global conversation and inspires women to use their ANDs – all of the qualities, attributes and characteristics that make them who they are. The video features real women telling personal stories of lost potential stemming from labels, set against a re-mastered recording of the iconic ‘She’s Got It’ song.
The video is based on a new global survey by Gillette Venus which revealed that most women around the world (70%) have felt labelled by others. Those labels can be assigned as young as 10 years old and nearly half of those surveyed said those labels have had a negative effect on their lives (43%). Despite the advances of women in the work place and home, the survey shows that girls still feel being labelled affects their self-perception and life choices.
Commenting on the initiative, Charlene Patten, Gillette Venus Global Brand Franchise Leader, said, “We created this campaign based on what we were hearing from women. They feel that beauty brands tend to focus only on singular dimensions of women – either Super Model or Super Mom – when, in fact, most women are a fabulous mix of everything in between. Women are limited by one-dimensional labels from a very young age, which leads to significant loss of potential. For example, if she’s labelled as pretty, it is assumed she can’t be smart, so she behaves accordingly. At Gillette Venus, we believe that all women have the right to achieve their full potential by embracing their ‘ANDs’ and not be limited by any ‘Ors’.”
Gillette Venus has partnered with Claudia Chan, founder of S.H.E. Summit Global Conference & Women’s Empowerment Expert, to educate women in identifying their stereotypical labels and support them to use their ANDs. Chan's expertise lies in making empowerment and mentorship available to all women with the belief that if women realise their potential, they will change the world.
“Words are powerful and that’s why I’m so excited to partner with Gillette Venus to eliminate stereotypes and single-minded labels, and help women realise their personal potential," said Chan. "The first step is to help women become aware of how they might have been labelled in different life phases, and how that may have limited them. In my work, women around the world have shared with me how they have been held back in their career or overall confidence, and often the limiting factor was a label they received as a young girl,” Chan added.
To promote the campaign, several social media executions will enable women to share stories on how they ‘UseYourAnd’ and the way they stand against labels that limit their potential to inspire others across the globe.