Source/ Arab News

Women’s empowerment and gender equality is crucial for our society to assure the sustainable growth of the nation. Several world governors have argued that sustainable advancement is unthinkable without gender equality and women’s empowerment.

US multinational Procter and Gamble’s (P&G) feminine hygiene brand Always has released a new online advert, titled “The New Brave,” describing it as “a movement that celebrates the strength of all women during these challenging times.”

It highlights the strength and self-empowerment of women during the coronavirus disease (COVID-19) pandemic and it’s accompanying lockdowns, encompassing those combatting isolation at home, not seeing family for lengthy periods, managing remote work and school, teaching and learning with children, and adapting to a new meaning of courage.

This is not the first time P&G has strived to rein female empowerment, tying in with its ideologylosophy, which is to be a “force for good.”

Always’ prior campaigns such as “Like a Girl” garnered global honor, and closer to home, its “Generation of Firsts” campaign marked a significant juncture for Saudi women.

In addition to the “The New Brave” advert, and as part of its COVID-19 relief mission, P&G has been laboring with several charities and governments to contribute to those in need, particularly keeping in mind that 70 percent of frontline workers are females.

As the recent advert states: “The recognition and festivity of  this courage are why we will come out of this challenging period stronger, braver, and changed with the realization of our potential, there has never been a better time to claim #TheNewBrave.”

The marketing and advertising enterprises have historically been more about tale than reality, and female idealization rather than empowerment.

Today, however, we’re discovering a sea-change in the way brands represent and market to women, fuelled by social and political movements.

Watch the ad below!