Procter & Gamble’s Secret teams up with Serena Williams on new gender equality campaign

Procter & Gamble’s Secret teams up with Serena Williams on new gender equality campaign

THE WHAT? Procter & Gamble’s Secret brand has signed tennis star Serena Williams as part of its gender-equality work. 

THE DETAILS The brand will pledge a further $1 million to the campaign, in addition to the $1 million donated over the past 12 months. 

Williams will star in the adverts for Secret’s “All Strength No Sweat” campaign, which is set to air next month, with the star and the brand undertaking an initial study that will focus on how gender bias in sports evolves from high school through to professional levels. 

Sara Saunders, Associate Brand Director for Secret, said, “We’re going to take those learnings and identify the key opportunities for how we –Serena and Secret – are going to spend the next $1 million. “We really want to understand things from the women themselves who are living it. The key reason we wanted to sign Serena is that she has the insight into equality and bias on a much deeper level because of the career that she’s had.”

THE WHY? Secret has focused much of its marketing around gender equality in sports, having donated $529,000 to the U.S. Women’s National Team Player’s Association in order to help close the gender pay gap in soccer. 

Taking to a statement Williams said, “It’s very important to me that I use my platform to bring attention to the many issues faced by women in sports and to call for meaningful change.
“Secret brand has been answering that very call for years by taking real action to support female athletes. Sports changed my life and I feel compelled to continue giving back to ensure a brighter future for partnership closely to further the fight for gender equality for all athletes.”