The Future of Women's Sports Is in Our Hands: Secret Deodorant Launches “Just #WatchMe” Campaign to Empower and Support Girls and Women Athletes Nationwide
July 27 2021 - 11:17AM
Business Wire
As Part of Secret's $1 Million Pledge in
Support of Equality Programs for Women and Girls, Secret Partners
with the Women’s Sports Foundation with the #WatchMe Donation, to
Help Ensure the Next Generation of Women Athletes are Funded and
Fearless
By age 14, girls drop out of sports 2X the rate of boys,[1] and
by age 17, 51% of girls will quit.1 This summer, Secret aims to
change this alarming reality through their Just #WatchMe campaign,
a series of activations across print, social, digital, and
in-person spaces to drive funding, representation and visibility
for women’s sports at every age group.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210727005833/en/
Secret Deodorant Partners with the
Women’s Sports Foundation to Encourage Everyone to Support and
Watch Women Athletes Compete at the Highest Level with Just
#WatchMe Viewing Party in Central Park. (Photo by Roy Rochlin/Getty
Images for Secret Deodorant)
Secret recognizes the importance and impact being seen and
supported can have on marginalized communities that are oftentimes
ignored. It begins by encouraging all of us in society to show up
and watch women compete in sports every day from the big stage to
our local communities. That’s because by performing the simple act
of just watching, we can do our part to collectively improve sports
for ALL girls and women to erase the stigmas and inequities that
often lead to dropping out.
“We all contribute to the biases women athletes face every day,”
said Kate DiCarlo, Senior Director of Communications for Personal
Care at Procter & Gamble. “However, we all possess the ability
to take meaningful action to ensure girls stay in the game. By
partnering with the Women’s Sports Foundation, Secret continues our
investment in girls to ensure the next generation of athletes feel
seen, supported, and empowered through our #WatchMe donation.
Secret encourages everyone to ask the girls and women in their
lives how we can support them, knowing something as simple as
showing up to watch her play can change her trajectory in both
sports and life.”
Secret’s Just #WatchMe campaign is about impacting girls’ sports
at the grassroots level. As part of Secret’s $1 Million commitment
to support gender equality, the brand is pledging $150,000, to
girls’ sports. In partnership with the Women’s Sports Foundation,
the #WatchMe donation will create inclusive and equitable spaces
for all girls and women, to further encourage and empower
tomorrow’s champions through sport. This partnership helps ensure
that the next generation of all girl and women athletes don’t have
to sweat feeling supported to play the sports they love.
“The fight for equality is the very cornerstone of the Women’s
Sports Foundation. Regardless of race, ethnicity, gender identity,
sexual orientation or ability, all girls and women deserve the
opportunity to play, compete and lead,” said Deborah Antoine, WSF
CEO. “We are grateful to Secret for the #WatchMe donation to help
create inclusive and equitable spaces for all girls and women, and
to further encourage and empower tomorrow’s champions. We firmly
believe that humanity wins when everyone is represented and
included.”
Other Details on the Campaign:
- Secret launched the Just #WatchMe campaign with the “Watch Me”
TV commercial. Airing throughout the summer, the TV commercial
calls on everyone to show up for young girls in Sports.
- Secret enlisted burgeoning artist, Nicole Salgar, to design
murals that appeared in New York City, Atlanta and Philadelphia, to
help shine a spotlight on powerful women athletes like Olympic gold
medalists Alex Morgan and Ashleigh Johnson, Chiney Ogwumike,
eight-time Paralympic medalist Oksana Masters and more who are
breaking barriers in sports to help inspire the next generation of
champions.
- Secret unveiled “Just #WatchMe” bleachers, in the heart of NYC
today at Merchants Gate Plaza to give fans from all walks of life a
front row seat to support, celebrate, encourage, and watch women
athletes compete. Top performing women athletes are often told they
don’t get as many viewers as the men. And with only 4% of sports
media coverage being dedicated to women2, Secret is filling up the
bleachers to get people to watch women sports.
- A game is temporary, but an athlete’s impact can live forever.
Secret created a life-sized statue of a girl athlete playing in
front of the bleachers, and whether the bleachers are filled, or
empty is up to us. The statue was created as a defiant and powerful
piece of art to show solidarity for the girls and women in sports
whose voices are being challenged across the country. Both the
bleachers and statue are accompanied with a viewing party held in
New York City to bring fans together to watch some of the greatest
girl and women athletes of our generation.
- To keep the momentum going, a print ad in The New York Times
highlights just how important it is to watch our girl and women
athletes and invite fans to the viewing party. Athletes will also
be joining the effort, sharing the campaign on their social
channels.
Secret wants to remind everyone; the future is in our hands.
Let’s show up and fill the bleachers and stadiums, let’s watch our
girls and women compete, let’s encourage them to become the
champions of tomorrow. Just #WatchMe.
About Secret
Secret® was the first antiperspirant brand designed specifically
for women, and for the past 60 years, Secret® has been on the
forefront of women’s lives, leading with innovation designed to
provide superior odor and wetness protection. Through the years,
the brand has proudly supported women’s advancement and equality
through its campaigns and communications. Its latest campaign, “All
Strength, No Sweat,” is a continuation of this commitment to women,
celebrating those who boldly challenge the status quo, push through
barriers and stand up for what they believe in, without “sweating”
the obstacles that may come their way. Secret® challenges women
everywhere to be all strength, no sweat.
About Women’s Sports
Foundation
The Women’s Sports Foundation exists to enable girls and women
to reach their potential in sport and life. We are an ally, an
advocate and a catalyst. Founded by Billie Jean King in 1974, we
strengthen and expand participation and leadership opportunities
through research, advocacy, community programming and a wide
variety of collaborative partnerships. The Women’s Sports
Foundation has positively shaped the lives of millions of youth,
high school and collegiate student-athletes, elite athletes and
coaches. We’re building a future where every girl and woman can
#KeepPlaying and unlock the lifelong benefits of sport
participation. All girls. All women. All sports.® To learn more
about the Women’s Sports Foundation, please visit
www.WomensSportsFoundation.org.
About P&G’s 2,021 Acts of Good in
2021
At P&G, fostering equality and inclusion, supporting our
communities and protecting the planet is embedded in how we do
business. We believe we have a responsibility to make the world
better — through the products we create and the positive impact our
brands and Company can have. Under our Lead with Love campaign,
P&G and its brands like Always and Secret have committed to
2,021 acts of good this year. In the U.S., consumers can do even
more through P&G Good Everyday, a new consumer rewards program
that helps turn everyday actions into acts of good. Each activity
on the website earns points that can be redeemed for rewards; as
consumers report their own acts of good, P&G makes donations to
causes consumers care about.
_________________________________
[1] Source: Sabo, D. and Veliz, P. (2008). Go Out and Play:
Youth. Sports in America. East Meadow, NY: Women's Sports
Foundation. 1 Always Confidence & Puberty Survey by the
Multinational Company Procter & Gamble 2 Source: The Tucker
Institute, University of Minnesota: “Media Coverage & Female
Athletes” A Tucker Center/tptMN video documentary
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version on businesswire.com: https://www.businesswire.com/news/home/20210727005833/en/
PRESS: Sade Ayodele Taylor
PR Sayodele@taylorstrategy.com
Halley Barnes Taylor PR hbarnes@taylorstrategy.com
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