The campaign also will feature regional and national newspaper ads that include Mans’ poem plus content from the #RaiseItUp social challenge, which includes actress and vocal artist Gabrielle Union and WNBA players including Wilson and Swin Cash posting content to their social accounts today. Citizen Relations is handling PR.
“The 2020 pandemic has exacerbated many of the things women already face, and they have been shouldering the weight of the challenges brought on this year,” said P&G Senior Brand Director Sara Saunders in a statement. “Through our #RaiseItUp initiative, we aim to not only celebrate the strength and resilience of women but also take meaningful action to support them in the areas of their life that mean the most.”
Secret is pledging $1 million to support equality programs and working with YWCA USA to establish a “Secret Missions” fund backing direct assistance to women that includes childcare and career development.
Chassidy Jade, director of the spot and a best friend of Mans, said in the statement: “Now is the time for the unseen to be seen and the unheard to have their voices projected. We have the power to rise up and shift the narrative in order to build our own communities and make change. To me, that’s the definition of #RaiseItUp.”