Saatchi & Saatchi Singapore presents “30! So What?” campaign for Olay in Thailand

A 1000-women survey conducted by Olay in Thailand has uncovered that Thai women are often burdened by the expectations that society puts on them whether they are in their late 20s, 30s or even 40s. These expectations range widely from what she should be doing to who she should be.

The survey also reveals that the majority of Thai women (86%) feel that society has unfair expectations of them at different age stages, with 73% expressing their fear of the expectations that come with ageing and over half (54%) going as far to say that they are ‘scared of getting old’.

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With an inherent understanding of how women are constantly being dealt with different kinds of expectations at different life stages, Olay is taking charge and leading the change with the newly launched “Fearless At Any Age” campaign, with the aim to create a future in which a woman’s age is simply not relevant to any conversation.

“I can personally identify with the challenges that many women face on their own personal journeys”, says Sue Kyung Lee, Vice President, Olay Asia Pacific at Procter & Gamble. “I want other women to realize that age is just a number and should not dictate what they can and cannot do. At Olay, we want to encourage women to live life fearless of ageing and any societal expectations that come with it, to not feel restricted by what’s expected of them at a certain age, or limited by what is deemed right ‘at your age’.”

Olay’s new campaign message is visualized through their new film; 30! So What? Launched in Thailand today, the film conceptualised by Saatchi & Saatchi Singapore depicts the trials and tribulations of a Thai woman as she experiences the many pressures felt by women at her age, such as to be getting married, to have an established career and to be financially independent – expectations which over 93% of the women surveyed said they had experienced. The film takes viewers through her journey of countless – but seemingly harmless – moments as she was growing up when parents, family, friends and people around her place age expectations on her, and how those challenges have made her ever more determined to do what she really wants with her life, regardless of how old she is – something which 83% of the women surveyed believed women should feel (fearless at any age).

Credits –

Vice President, P&G Asia Pacific Skin & Personal Care: Lee Sue Kyung Brand Team: Sameer Srivastava, Vineet Kumar, Abhishek Mittal, Salisa Outsahakij, Xinyi Chen, Satya Saya, Phoebe Kho, Mackie Tan