Secret Deodorant companions Serena Williams in gender equality marketing campaign
Secret pledges an additional $ 1 million to support gender equality programs for women and girls
At the MAKERS conference 2020 in Los Angeles Secret deodorant, a longtime advocate for women's equality and sports advocates, announced a new partnership with Serena Williams to further advance gender equality and promised an additional $ 1 million / £ 770,000 to support equality programs.
As an archetype of strength, determination, and perseverance to achieve her goals and break records, Williams offers her unique experience and perspective as an athlete and change agent. To begin with, she and Secret are conducting a gender inequality study to examine gender bias and the way they occur at different levels of play, from high school athletics to professional sports.
“It is very important to me that I use my platform to draw attention to the many problems that women face in sport and to call for significant changes. The Secret brand has been responding to this call for years by taking real measures to support women athletes, ”said Williams.
“Sport changed my life and I feel compelled to continue giving something back in order to secure a better future for women in sport. It is an incredible honor for me to work with Secret and look forward to working closely to advance the battle for gender equality for all athletes. "
This partnership spans multiple campaigns with Williams and builds on the brand's longstanding efforts and commitment to address gender inequality.
In 2019 alone, Secret contributed more than $ 1 million to support gender equality, including a donation of $ 529,000 / £ 408,000 to United States Women & # 39; s National Team Players & # 39; Association to close the gender pay gap in football. Purchase and donate 9,000 tickets to the National Women's Football League games to compensate for game participation and increase team earnings; Commitment to the next generation of female athletes through support from the Girls Leading Girls organization; Public support for football star Carli Lloyd's NFL ambitions.
"There are so many problems that women have to solve – from fewer opportunities, the compatibility of a burgeoning career with family plans, to fair and sustainable wages," said Sara Saunders, Associate Brand Director at Secret.
"In collaboration with Serena – one of the world's leading athletes and an icon of strength – we aim to further investigate how these inequalities affect sport and to make concrete progress together."
These efforts are supported at the highest level Procter & Gamble, Creator of Secret.
“At P&G, we believe that an equal world is a better world for all of us. We use our brand voices to stimulate conversation, change attitudes and drive real social change, ”said Carolyn Tastad, Group President, North America and Executive Sponsor, Gender Equality at P & G.
"Secret has been a strong supporter of women for decades – she has sparked important gender equality talks – and I'm incredibly proud of the work they do to promote gender equality in sports and beyond."