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Olay shows the painful reality Indian women face as it tackles gender disparity in STEM jobs

Olay, STEM, initiative, campaign
Written by Publishing Team

Olay has launched #STEMTheGap, an initiative that highlights the gender gap in science, technology, engineering and mathematics (STEM) jobs in India. The first phase of this initiative, which will run until March, will see the skincare brand launch a short film, created in partnership with Publicis PG ONE Singapore.

The film highlights how young girls are talked about when it comes to pursuing STEM interests and careers rather than the traditional roles framed by outdated societal norms, through different scenarios where girls interested in pursuing STEM careers are in receiving party. From the unconscious bias of society. The film then ends with Olay India revealing its plans to fund STEM scholarships for girls across India through their partnership with education technology platform LEAD.

The #STEMTheGap campaign has been launched in 360° on connected TV and digital platforms, and will be enhanced through many other media and activities. Olay declined to disclose the monetary value of the campaign.

Priyali Kamath, Senior Vice President of Skin and Personal Care, APAC, MEA, Procter & Gamble, said: interactive marketing The STEM gap is not a well known or much discussed problem in India. Olay knows that girls have the potential to become not only great scientists, but successful in any STEM career, and we believe our collective responsibility is to prepare girls for the jobs of the future. That’s why we are committed to helping close the gender gap in science, technology, engineering, and mathematics. “We are delighted to produce a film that is heartwarming and thought provoking and that brings together different everyday scenarios to highlight the gender bias prevalent in our society,” she added.

Ajay Vikram, Corporate General Manager – Global Clients, Publicis Singapore also added that while it’s easy to think “but what does that have to do with me?” The current gap between boys and girls does not lie in their abilities, but in people’s minds. “We can all play a role in narrowing this gap by becoming more aware and aware of our daily biases and societal blind spots, and in encouraging others to do the same. Systemic change begins with you and me,” he said.

This is not Olay’s first mission to address the issues women face. In July last year, Olay launched a new campaign to empower women to express beauty in their own way. The campaign, titled “Don’t Be Afraid of Judgment,” came against the backdrop of a survey showing that six out of ten females in China said they lack confidence in their appearance, and are concerned about how others might view them if they don’t fit in. What is considered normal. The campaign revolved around the phrase “I’m not afraid of judgment, I have my own beauty” and benefits from La Mu Yang Zi, a Chinese actress who isn’t usually seen as conforming to the traditional definition of beauty.

According to Kamath, portraying empowered and confident women is central to Olay’s brand values, and above all, he does so because he believes in equality and it’s the right thing to do to push this agenda forward. “Olay has a long history of empowering women to be self-confident and fearless, and that extends to how women are portrayed in our ads and the stories we tell,” she said.

Regarding her marketing plans for this year, a spokesperson for Olay said she will continue to focus on new product development and innovation, while using her brand voice to advocate for women’s issues.

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