Saatchi & Saatchi Singapore + Ariel celebrate strong women who rise above negative stains

negative stains.jpgSociety often places great demands on women, expecting them to live up to standards that are often not asked of men. Women are expected to be decent wives and extremely patient mothers who can keep their homes clean, raise well-behaved children, and remain beautiful and cheerful when their partner comes home at night, no matter how tired they are. Society is often harsh on those women who fail to live up to expectations - "kababaeng tao", accusers would say, as they are judged, or even ridiculed or bashed in social media, for breaking traditional expectations.

As the world observes National Women's Month in March 2018, Ariel #AhonPinay joins in to celebrate women -- especially those who have been stained by controversies, let-downs, and difficulties, but have bounced back from these and have emerged stronger in the end. Regardless of their economic status, occupation, educational attainment, religious belief, and everything else -- Ariel #AhonPinay focuses on each woman's uniqueness and ability to rise above every challenge. Ariel #AhonPinay brings to life the brand's goal to celebrate progressive and strong women, as it seeks to inspire them to rise up and reach their goals.

negative stain2.jpgnegative stain3.jpgnegative stain4.jpgTo keep the momentum going, Ariel marks National Women's Month with a video featuring Kris Aquino, a woman who has endured numerous challenges and stains in her life, but has still managed to succeed and rise above it all. The video is part of Ariel #AhonPinay's advocacy to uplift women and remind them, using Kris Aquino's life and words, that "Walang paratang that stains so deeply that the truth can wash away. Walang bahong na 'di naglalaho sa pag-asa ng bawat umaga. At kahit paulit-ulit pa tayong madapa't mamantsahan tayong mga kababaihan, we will keep on rising." (Because there's no accusation that stains so deeply, that the truth can't wash away. There's no stench that won't vanish with the hope of a new day. And even if we fall and get stained over and over again, we, women, we will keep on rising.)

"Kris Aquino exemplifies resilience and inner strength. Since her childhood, the nation has seen her go through different setbacks, yet she has risen above each one. In the process, she has become a source of hope and inspiration for those women who need to be encouraged so that they, too, can rise above their challenges, and know that these stains do not define them. That is precisely what Ariel #AhonPinay wants each struggling Filipina to know, and we know that Kris Aquino can drive that message home strongly," said Louie Morante, Regional Brand Communications, P&G Asia Fabric and Home Care.

Through the years, Ariel has proudly stood behind and advocated for the empowerment of women across the Philippines, working alongside women advocacy groups through the Ariel #AhonPinay program. One groundbreaking Ariel #AhonPinay initiative is a training program, held in partnership with TESDA, to train women in male-dominated fields such as welding, auto mechanics, plumbing, as well as electrical and installation maintenance. Ariel also held the #JuanWash campaign that encouraged men all over the country to do their share of laundry duties, in the process of highlighting equality of men and women in doing household chores.

The Ariel #AhonPinay campaign is the Philippine leg of P&G's #WeSeeEqual campaign, which embodies the company's commitment to empower women in order to create an equal world for all, including those women who have struggled and have risen, washing off these stains by relentlessly aiming higher in life. P&G believes that gender equality is a journey, not a destination, and works hard to ensure that it is part of its corporate culture. This focus extends to its female customers who are at the heart of its brands and products around the world.
"At P&G, we have a sustained focus on women empowerment with our #WeSeeEqual global campaign which strives to create a world that is free from gender bias with equal representation and an equal voice for women and men," said Morante.

With the support of Ariel #AhonPinay, more Filipinas will hopefully realize there is no setback or failure so huge to stop them from soaring high and achieving their dreams. The video's message is loud and clear: Ariel #AhonPinay salutes women who keep rising against all odds, vanquishing stains with their inner strength, determination, and goodness. To watch the video, you can refer to this link: 

Creative Agency: Saatchi & Saatchi Singapore Chief Creative Officer, Global Clients: Ajay Thrivikraman
Creative team: Noel Orosa, Sheila Gonzales, Mike Dela Cuesta, Kym Goh, Ray Sunga Account Management: Natalie VanderVorst, Cathy Siapno-Nicolay, Edel Sarmiento, Henry Yorke Account Planning: Jordan Price, Hesperus Mak
Project Management: Doris Lee
Agency Producer: Alain Tan
Special thanks to: Leo Burnett Manila
Director (film): Sid Maderazo
Production house: Provill
Post production house: Central
Sound design: LoudBox
Production Manager: Aann SoriƱo-Dela Cruz
Executive Producer: Franny Omampo
Client: P&G, Ariel Asia Pacific
Vice President & General Manager P&G Asia Pacific Fabric Care: Mohamed Ismail Brand Team: Mukta Maheshwari, Arvind Rayappa, Richard Estrella, Xizhu Xiang
BBIC: Dominique Touchaud
IPM: Sarah Tolentino
P&G Communications: Louie Morante

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