Activism, Amplification and Altruism Power Avon Philippines Campaign
Many companies support causes for women, but few take a stand the way Avon does. While many brands cut down on feminism after women’s month, the global beauty giant carries on with their campaigns. Avon continues to be an activist brand for over 135 years, taking a stand on issues such as gender equality, breast cancer and domestic violence.
Here are the recent Avon campaigns that showcase the brand’s relentless advocacy for women, created by MullenLowe MARC.
Activism: #LetHerBe
Much had been said to “empower” women and reaffirm their potential. But that potential is hindered by outdated cultural norms that hold women back.
#LetHerBe shines the light on gender microaggressions that are deeply embedded in local culture - from your usual body shape remarks to gestures deemed “unladylike”. Gender microaggressions are harmful yet remain unchecked, and even get passed off as harmless jabs.
At its core, Avon believes in using the power of beauty to transform lives. The global beauty brand continues to make high quality products, all designed to give women the freedom to live as they feel without having to mind the little worries that hold them back. These include products like Avon Feelin’ Fresh Quelch Deo Cream, which protects against odor and wetness that restrict movement; and Avon Intimate Apparel, which comes in all sizes to give every woman the comfort and support to rock every outfit.
Amplification: The #WatchMeNow Gallery
Women comprise half of the population, but only makeup 24% of the persons featured in TV, radio, and print. To make matters worse, 46% of news stories reinforce gender stereotypes that are detrimental to women.
Avon created the #WatchMeNow Gallery to amplify real stories of women’s achievements and calls on everyone to log in and contribute their own stories. By creating the world’s biggest gallery of stories about women, Avon intends to show the world that women can also be strong, courageous, and powerful.
It’s not just lip service. For every story shared, the Avon Foundation vows to donate $1 to charities that support women.
Visit watchmenow.avon.com to contribute your story and make a real difference.
Altruism: The #SpeakOut Collective
Domestic violence is a silent pandemic. At least one woman is abused every 10 minutes in 2020, and this number continues to rise as the lockdown traps victims with their abusers at home.
Words cannot describe the horrors of domestic abuse. But art speaks when words fail to express—and this drives The #SpeakOut Collective, an all-Filipina art series commissioned by Avon Philippines to shine a light on the silent pandemic of violence.
15 works from 10 artists raise a conversation about the realities of domestic abuse. These pieces were auctioned out to raise funds for organizations helping women.
While each campaign is anchored towards a particular advocacy, all three proved to be a force to reckon with just like the community of women it wants to highlight. All three Avon initiatives have collectively garnered almost 170 million media impressions, allowing widespread awareness to the Filipina audience about these important causes, and hopefully, inspire the next generation to continue empowering more women not just in 2021, but in years to come.
