Kids counsel adults in SK-II #ChangeDestiny campaign challenging women to ‘dream again’

Procter & Gamble skincare brand SK-II has launched a new stage of its empowerment campaign #ChangeDestiny that challenges women to hold on to their dreams.

A new four-minute video from the brand, titled Dream Again, features interviews with women about their ambitions, but is conducted – without them knowing – by little girls who asks the questions.

“The words ‘Because you’re a mother’ carry a lot of pressure,” says one of the women who is asked why she no longer has dreams.

At one point in the film, one woman who wanted to be a singer when she was younger breaks into song on request of one of the young girls. “Your younger self is proud of you now,” the girl comments.

“Kids remind us what it’s like to dream,” the copy reads at the end of the film.

The campaign is running regionally in 10 cities, and locally in Singapore sees a big push go on outdoor, with large billboards in the heart of the CBD showing images of two young girls who both have assumptions about their futures based on pre-conceived notions about how to succeed in life.

SK-II billboard above Chevron House, Raffles Place, Singapore

SK-II billboard above Chevron House, Raffles Place, Singapore

“When I grow up I must work in a large company to be rich,” one girls says. “I gave up becoming an actress because I don’t think I’m pretty,” says another.

The campaign is also running on the Singapore’s subway system, with an image of a boy who believes he can’t become a football player because “I run so slow”.

I can't be a soccer players because I run so slow.

The #ChangeDestiny campaign is now in its second year, kicking off in January 2015 with what it described then as its “biggest empowerment campaign” to date.

Change Destiny campaign

P&G now uses different agencies for different projects for the SK-II brand, and the creative agency behind the ‘Dream again’ work was Grey Tokyo. The on-ground activation and influencer component of the campaign was devised by IPG PR agency DeVries.

SK-II’s lead advertising agency was previously Leo Burnett, but for the first time in April this year the brand used Swedish agency Forsman & Bodenfors with a campaign that took issue with China’s ‘leftover women’ phenomenon.


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