The Philippines is one of the most accepting countries when it comes to the diverse gender spectrum, but members of the LGBT still face discrimination. In a move to empower and show support for transgender people everywhere, global haircare giant Pantene recently released branded content in celebration of transgender awareness featuring international transgender beauty queen Kevin Balot.
“It’s wonderful to see our clients use their powerful platform to push inclusivity,” said Eugene Demata, chief creative officer of advertising agency Campaigns and Grey.
Pantene brand manager, Jan Ang, stated: “The brand's #StrongerNow campaign speaks to a broad audience by advocating turning struggles into strengths - regardless of gender.”
For Jan, the feature on Balot highlights how personal difficulties that make us braver, tougher - also make us more beautiful. “If you really listen,” Jan added, “you will probably find Kevin’s words comforting, helpful, and true for your own life’s struggles.”
The compelling video which was distributed online, is simple and heartfelt, which with its cast of real transgender youths, drew an overwhelming amount of positive feedback from LGBT communities and the general public.
Pantene’s #StrongerNow campaigns talk about life’s many issues and challenges and how these actually make you stronger. This video centres on Transgender awareness.