News

Pantene Malaysia creates campaign encouraging young girls to not drop out of sports

Pantene has launched ‘Braids of Strength’, the third edition of WanitaBesi [Iron Lady] campaign in Malaysia.

Created by Grey, the films tell the story of Malaysian sportswomen: gymnast Farah Ann who has endured injuries and cyber bullying and Nur Suyani, a shooter who competed in the Olympics while eight months pregnant.

The International Women’s Day themed campaign is driven by the insight that by age 14, girls drop out of sport at twice the rate that boys do.

Participating, on the other hand, gives them confidence and teaches them important life skills like teamwork and leadership.

The films use braiding hair as a symbol of strength. The campaign extends this idea into a promotion with customers who purchase a Pantene shampoo receiving a golden ribbon, and a women wearing braids through March, getting nationwide access at gyms Fitness First and Celebrity fitness.

The Pantene connection comes in via research by the brand which reveals the perceived damage by health and sweat to hair is keeping women away from sporting activities.

P&G Malaysia haircare commercial director Anggia Pulungan said: “At Pantene, we are rooted in the belief that strong is beautiful. For a woman, her hair is both a personal and a public matter. It is a big part of her confidence.

“Pantene wants to encourage more women to embrace the #Wanitabesi spirit, pursue any sport of their choice and eliminate their worry of self-image.

Credits:

Grey Team

Executive creative director: Graham Drew

Creative director: Andrew Fong

General manager: Jo Yau

Copywriter: Brendan Low 

Art director: Sara Lai

Producer: Suzy Chiang

Brand director: Daphne Wong

Account executive: Vivian Khoo

Grey AMEA

Regional director PR & corp comms AMEA: Huma Qureshi  

Production Team

Think Tank Directors Sdn Bhd

Post Production

Glass Fin (KL)

Sound Production

Fuse Asia Sdn Bhd

 

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