This sparked a much-needed conversation and streams of comments resonating with the fight to end discrimination against
Afro hair.
The campaign achieved 183 emotive social posts from an advisory board, ambassadors and influencers. Judges commented on the use of an advisory board, noting how it is something they would like to see more of when it comes to diversity and inclusion.
With over one million views of the campaign film and 1.6BN OTS through media coverage, Pantene also set a long-term commitment to increase positive representation and understanding of Afro hair through education, aligning with Pantene’s overall mission of creating more great hair days for everyone.