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P&’s Always calls for more inclusive emojis in women-empowerment video


Always spotlights women stereotypes in its mobile video

Procter & Gamble’s Always brand has a new mobile video campaign that calls for emoji keyboards to include more powerful icons of women rather than embracing gender stereotypes, reflecting the significant role the messaging symbols play in young consumers' lives. 

The branded campaign is hoping to empower young girls going through puberty, who tend to be big users of emojis, through a mobile video that calls for a change in the limited keyboard. The Always video features a variety of girls voicing their opinions of how women emojis are only featured without careers, in a bid to create an image of the brand as an important figure in women empowerment. 

“We always push to be where girls are, where they are already interacting with brands and content," said Julie de Ferron, global communications manager at Always. 

Always leverage mobile
Always is establishing itself as an important brand in women empowerment leading up to International Women’s Day with additions to its #LikeAGirl campaign to equip girls going through puberty with self-confidence. The latest being a mobile video that highlights the importance of expanding the emoji keyboard to depict women in other ways rather than dancing in bunny suits, doing their hair and being a bride. 

The mobile video featured on YouTube and social media showcases interviews with young girls discussing how often they use emojis. The video then moves on to the girls explaining how emojis that represent careers and sports are all depicted through the image of a man, whereas the women are featured only in stereotypical hobbies for girls such as salsa dancing and painting their nails. 

The video explains that girls’ confidence plummets during puberty and how damaging it is that even emojis are limiting them to stereotypes. The girls also start to discuss images they wished they could see in the keyboard such as a girl detective, wrestler, drummer and lawyer. 

Always calls for social media users to get involved with the conversation through the hashtag #LikeAGirl with posts exclaiming what emojis they would like to see girls portrayed as. 

Procter & Gamble social calls
Similarly, for one day only, Procter & Gamble's Secret brand deployed the first anti-bullying geofilter campaign targeted specifically at high schools as part of a broader multi-channel campaign (see more). 

The consumer packaged goods manufacturer also drove conversation over same-sex unions back to its products in the wake of the United States Supreme Court’s historic legalization of gay marriage (see more). 

"We know that mobile usage is very strong and growing, especially among teens," Ms. de Ferron said. "That is why we make all our videos and content mobile accessible and mobile-friendly."

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Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

Related content: Video, p and g, proctor and gamble, always, women stereotypes, emojis

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