Dentsu Jayme Syfu Philippines has a taken a novel new approach to redefining women power, launching a social media campaign for Women’s Month that presented how women feel about themselves, in a totally contrasting way.
The campaign includes all 63 female employees at the agency who decided to proudly and unapologetically declare their imperfections on social media. Instead of finding faults, feeling guilty or being ashamed, they proudly embraced them
Two “imperfect and proud” women from the agency were posted every day. One declared her “loud” nature, which simply showed that her “volume” matches her “passion”. While another admitted that her “snobbish” persona was simply her way of trying to be effortlessly cool, and an excuse for her to make small talk with strangers.
“Embracing our imperfect selves make us love ourselves more,” said Dentsu Jayme Syfu’s Chairmom Merlee Jayme.
“In our world of marketing and advertising, sadly women are still stereotyped. Portrayed in “before and after” story lines, women make mistakes and are always told how to improve themselves or their choices. In fact, the old “teacher-learner” formats still exist! They show women acting dumb and looking for someone to enlighten their ways. Or worse, women who are desperately trying to be as perfect as their celebrity influencers. We figured, if we have that feeling of empowerment with our own imperfect selves, then definitely we can re-write our creative future.”
The agency’s previous #sistergood campaign featured women supporting other women to push leadership in the workplace. It dealt with issues from sexual preference to single motherhood. With a commitment to help working moms, it also launched several initiatives that year. Maternity leave was extended and mothers (even fathers) were allowed to bring their children to work.
With this year’s effort, the women of Dentsu Jayme Syfu had just shown the world that they are not all ashamed of their true selves: the “know-it-all”, “difficult”, “tactless”, “bratty” or even “bitchy”. Now that’s imperfect.