Pantene has launched a new ad promoting inclusivity for the transgender community in the Philippines and around the world. The campaign looks to lend support to members of the LGBT community that face discrimination, said Pantene.
As part of the campaign, the brand released a video created by Campaigns and Grey featuring transgender beauty queen Kevin Balot.
“It’s wonderful to see our clients use their powerful platform to push inclusivity,” said Eugene Demata, chief creative officer of Campaigns and Grey.
Pantene brand manager, Jan Ang, added that “the brand’s #StrongerNow campaign speaks to a broad audience by advocating turning struggles into strengths – regardless of gender.”
Ang said that the message of being braver in the face of trouble is one that applies to all humanity.
“If you really listen,” said Ang. “You will probably find Kevin’s words comforting, helpful, and true for your own life’s struggles.”
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Our very own existence is the proof of our greatness. We were born a winner, a warrior, and a survivor. . As Pantene celebrates strength in everyone and in every gender. . We should be reminded to use our struggle in life as a weapon for us to win in every battle. . Remember, we are stronger. No matter what happens. . Celebrate #TransWeek and be #StrongerNow. Make sure to watch this video. . https://www.facebook.com/147148348642485/posts/2275514442472521/
“You need to be strong,” Balot said in a September interview with Preview. “Don’t be afraid to express yourself and to be judged by everyone. You need to learn from the struggles you’re having and do something to make yourself better. I promise that you’ll eventually see some changes [in yourself] and become happy.”
Shankar Ramachandran – APAC Hair Care Brand Director
Jan Ang – Brand Manager
Gab Chua – Assistant Brand Manager
Ken Lim III
Eunice de Leon