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Olay shows the painful reality Indian women face as it tackles gender disparity in STEM jobs

Olay shows the painful reality Indian women face as it tackles gender disparity in STEM jobs

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Olay has launched #STEMTheGap, an initiative that puts the spotlight on the gender gap in (science, technology, engineering, and mathematics) STEM careers in India. The first phase of this initiative, which will run until March, sees the skincare brand launch a short film, created in partnership with Publicis PG ONE Singapore. 

The film highlights how young girls are talked down upon when it comes to pursuing STEM interests and careers instead of the conventional roles framed by age-old societal norms, through different scenarios where girls who are interested in taking up STEM careers are on the receiving end of society's unconscious bias. The film then ends with Olay India unveiling its plans to fund STEM scholarships for girls across India through their partnership with edtech platform LEAD.

The #STEMTheGap 360-degree campaign has been launched on connected TV and digital platforms, and will be further be amplified through various other media and activities. Olay has declined to disclose the monetary value of the campaign.

Priyali Kamath, SVP, skin and personal care, APAC, MEA, Procter & Gamble, told MARKETING-INTERACTIVE that the STEM gap is not an issue that is well-known or much discussed in India. "Olay knows that girls have the potential to become not only amazing scientists, but successful in any STEM career, and we believe that it’s our collective responsibility to prepare girls for the jobs of the future. That’s why we are committed to helping close the gender gap in STEM. We are delighted to have created such a heart-warming yet thought-provoking film that stitches together different everyday scenarios to highlight the underlying gender bias that prevails in our society," she added.

Ajay Vikram, CCO – global clients, Publicis Singapore also added that while it is is easy to think "But what does it have to do with me?", the current gap between boys and girls lies not in their abilities, but in people's minds. "We can all play a part in narrowing this gap by being more aware and conscious of our everyday biases and societal blind spots, and in encouraging others to do the same. Systemic change begins with you and me," he said.

This is not Olay's first stint at tackling issues faced by women. In July last year, Olay launched a new campaign to empower women to express beauty in their own way. Titled "Fearless of judgement", the campaign came on the back of a survey which showed that six out of ten females in China said they lack confidence in their appearance, and feel anxious about how others may perceive them if they don't fit into what is considered to be normal. The campaign revolved around the statement "Fearless of judgement, I have my own beauty" and leverages La Mu Yang Zi, a Chinese actress who is not usually seen as conforming to the traditional definition of beauty.

According to Kamath, portraying empowered and confident women is core to Olay’s brand values and, above all, it does this because it believes in equality and that it is the right thing to do to drive this agenda forward. "Olay has a long history of empowering women to be confident and fearless, and this extends to how women are portrayed in our advertising and the stories that we tell," she said.

On its marketing plans for the year, Olay's spokesperson said it will continue to focus on new product and innovation development, while using its brand voice to advocate for women’s issues.

Related articles:
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Olay shines light on the dual role single moms play

 

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