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Global haircare giant Pantene has evolved its global Shine Strong campaign by launching a new video that tackles a common but unconscious behaviour many women around the world engage in everyday: over-apologizing.

The NZ side of the campaign is being run by Fleur Revell at Impact PR.

The video, currently running on YouTube and Pantene country sites, is intended to become a thought-provoking conversation starter as women debate whether this is a behaviour that resonates with them personally, share their personal experiences and discuss whether they feel it’s a behaviour that undermines women as a whole.

Pantene’s Shine Strong campaign first took shape in December 2013 following success with a viral video titled Labels, originating from the Philippines, depicting gender labels in the workplace (more than 46 million YouTube views to date).

Pantene’s latest video, titled Not Sorry, is designed to spark a dialogue about how women unknowingly minimise their strength with the subtle, yet powerful behaviour of unnecessarily saying ‘sorry’, when there is no reason to apologise.

“Pantene is committed to helping women across the globe be strong and shine both inside and out,” said P&G’s US-based global haircare & colour presidentColleen Jay.


The Pantene Shine Strong Fund

The positive response to the Shine Strong campaign inspired Pantene to continue the conversation, ignite change through the creation of a new global Shine Strong Fund. The mission of the fund is to educate and enable women to overcome bias and/or societal expectations so they may reach their full potential.

The US will be the first region to activate Pantene’s Shine Strong Fund, followed by regions around the world. The US fund will underwrite monetary grants and give access to influential leaders to enable women to be strong and shine, whether on university campuses, in the workplace or in the community.

Further details about the Shine Strong campaign can be found at pantene.com/shinestrong



Client: Pantene, Procter & Gamble
Agency: Grey, New York
Chief Creative Officer: Tor Myren
Global Group Creative Director: Joanna Carver
Creative Director: Tanner Shea
Director, Broadcast Production: Bennett McCarroll
Executive Producer: Judi Nierman
Producer: Jimmy Wade
Music Producer: Ben Dorenfeld
Account Team: Yashaswini Samat, Danielle Avedon, Angelica Mata
Production Company: Community Films
Director: Pam Thomas
Executive Producers: Carl Swan, Lizzie Schwartz
Line Producer: Elena Halvorson
Director of Photography: Jim Frohna
Editing Company: Consulate
Editor: Holle Singer
Assistant Editor: Stephanie West
Post Executive Producer: Alan Lopez
Music: Q Department
Mix Company: Audio Engine
NZ PR: Impact PR (Fleur Revell, Mark Devlin)

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