Hair Again launches campaign to combat damaging stereotypes about women

Hong Kong-based hair treatment brand Hair Again has rolled out a campaign which takes on the stereotypes of women with multiple touchpoints including a brand video, OOH ads, social media, and a radio programme. 

In collaboration with Spoon Digital, the campaign is divided into multiple activations. The first opens with the thematic video which references damaging, reductive stereotypes about women related to being single and driving abilities.

Apart from the video, Hair Again has also created a publication discussing stereotypes with soaps and collaborated with influencers to further generate awareness. The campaign has also invited a chef, a scholar, a presenter of a racing programme and a racing driver — all women — to talk about their careers and difficulties each has faced along the way.

Lastly, the company has worked with Metro Radio to sponsor a radio programme to raise awareness around topics related to gender equality, inviting audiences to share their stories of being discriminated due to gender.