THE WHAT? Procter & Gamble has unveiled a new online advertisement campaign for its Always Arabia brand that focuses on female empowerment during the COVID-19 pandemic, named Always The Brave, according to Arab News. 

THE DETAILS The campaign highlights women that have shown courage and self-empowerment during the coronavirus, with the advert described as, “a movement that celebrates the resilience of all women during these challenging times.”

Focusing on women that navigate home schooling, isolation, and remote working, P&G has stated they are adapting to a new definition of bravery. 

The advert says: “The recognition and celebration of  this bravery is why we will come out of this challenging time stronger, braver, and changed with the realization of our potential … there has never been a better time to claim #TheNewBrave.”

Alongside the advert P&G has been working with governments as well as donating to charities and those in need. 

THE WHY? P&G has a history of creating adverts that focus on female empowerment in the region, having previously launched the Always, ‘Like A Girl’ campaign and ‘Generation of Firsts,” which was said to have been a milestone for Saudi women.