Pantene: My Hair Wont Be Silenced
Bringing a global brand together with grassroots organisations to drive long-lasting social change.
The Challenge
Pantene has been guilty of under-representing Afro hair, adding to the issue of hair discrimination.
Our challenge was threefold:
- Drive awareness of the issue of Afro hair discrimination in the UK
- Increase representation of the diversity of hair in the UK to showcase the positive power of hair and help end discrimination
- Increase brand advocacy of Pantene amongst people with Afro hair
The Approach
Don’t just pay lip service, get to the very heart of the issue and tell an authentic story by underpinning our thinking with an in depth research report and work with an advisory board to shape a strategic, multi-channel campaign.
The Solution
The campaign made people aware of the report outcomes in a personal & related way. Partners included mental health charity Black Minds Matter, grassroots initiative Project Embrace and the Creative Collective SXWKs to break the silence and start a very important conversation. The emotive brand film featured six black British women each sharing their honest and thought-provoking experience of hair discrimination.
The Impact
This is just the start of a serious brand commitment to achieve a 50% reduction in afro hair discrimination by 2025.
- 68
- Pieces of coverage
- 7
- Influencers & ambassadors engaged
- 1m
- Impressions
- 233
- Social posts from brand partners and representatives
- 1.6b
- OTS through traditional, online and broadcast media
- 400k
- Views of the campaign film
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Pantene: My Hair Wont Be Silenced
Bringing a global brand together with grassroots organisations to drive long-lasting social change.
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