Today Pantene, Australia’s #1 haircare brand, launches Ribbon of Strength – a first of its kind campaign for Pantene, aimed at getting more Australian women participating in sport.
The inspiration behind the campaign is based on new research findings released by Pantene which reveal 57 per cent of women who play sport stop as young as 24.
The research found that two fifths (39 per cent) of women stop playing sport due to self-doubt, highlighting that this is a major factor contributing to low female participation in sport.
Two-thirds (65 per cent) of women have fears about playing sport, with the principal fear being not feeling good enough (43 per cent), followed by fear of getting hurt (31 per cent) and looking bad (20 per cent).
Pantene has created the Ribbon of Strength to show women everywhere that strength really is all in the head.
Braided into the hair, the gold ribbon sends a powerful statement to the world – it’s both a way to write and braid your own personal message of inspiration into your hair, and send a symbol to women everywhere that they belong on the pitch, in the pool, on the track and at the gym.
Pantene has partnered with Rugby 7s Gold Medallist Charlotte Caslick, Gold Medal Paralympic Ellie Cole, and Pro-surfer Zoe Clarke, to launch the initiative with a 90 second video, starring the athletes who tell their own stories of strength and why they braid the Ribbon of Strength in their hair. Because for every voice saying you can’t, there’s a million women saying you can.
Pantene will be distributing the ribbons to women across Australia, including grassroots teams and sporting heroes, over the coming weeks.
Anyone keen to get their hands on a ribbon and show support can register their interest here.
Pantene is also encouraging people to share their personal stories of strength and words of encouragement on social media using the hashtag #WeAreUnbreakable.
Endi Asmira, Country Category Lead, P&G Hair Care said: “Pantene has always believed in empowering women with strength and confidence.
“We’re proud to be launching the Pantene Ribbon of Strength campaign to draw attention to this alarming issue of women dropping out of sport due to self-doubt.
“We look forward to seeing women wear their ribbons proudly as a symbol of strength and to show their support for women everywhere.”
The campaign is the first work for P&G in Australia by PR agency Herd MSL and shot by Elastic Studios.