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‘Kid Counselors’ Challenge Women to Dream Again in SK-II Campaign

‘Authentic’ voices highlight series of multimarket films from the P&G skin-care brand, Leo Burnett Singapore and Beacon/Leo Burnett Tokyo

If you were looking to get women to change their destinies, whom would you turn to for encouragement?

Procter & Gamble skin-care brand SK-II and Leo Burnett Singapore and Beacon/Leo Burnett Tokyo recently rolled out “Kid Counselors,” a social experiment film featuring children who secretly give advice to adult women who’ve lost their spark.

The film, part of SK-II’s #changedestiny" campaign, gets its insights from the brand’s first Global Dreams Index Survey, which included responses from 5,400 women in 14 countries. The survey, released in June, reveals that half the world’s women have given up on their dreams and are dissatisfied with their current lives. Asian women in particular claim to be less satisfied as they grow older compared to their Western counterparts.

“The #changedestiny campaign challenges the belief that destiny is set at birth and celebrates women who have gone beyond limitations to achieve success,” said Markus Strobel, vice president global, SK-II. “By encouraging women to pursue to their dreams and empowering them to overcome personal and societal limitations, we hope to inspire more women to change their destiny.”

To learn more about the campaign, we spoke with Leo Burnett Singapore’s global planning director for SK-II, Haruna McWilliams.

What is SK-II hoping to accomplish with the #ChangeDestiny campaign?
To inspire and enable women to bring out their true and best potential without compromise.

What insight inspired Leo Burnett’s creative idea for “Kids Counselors”?
When have dreams become so small? As kids, we all had big dreams — become an astronaut, a ballerina, a soccer player. As we got older, all the “should do’s” and social conventions started getting in the way, and we started to conform.

Now we don’t even have dreams. We just go about our days, not thinking about what could be, and have given up on what we really wanted to be.

Can you tell us why the team thought a documentary-style film would resonate with the audience?
We had local learning from Japan, Korea and China that when we try to inspire our target women in their late 20s using celebrities, they cannot relate to them and won’t take action. We wanted to be authentic and relevant in our communication using real women, in an unexpected social experiment setting.

How has this film been received?
It’s been amazing! We’ve garnered 4.62 billion impressions and close to 30 million views for our video assets. On Twitter, it received 70 times the retweets and likes vs. the brand average. We’ve had countless positive comments on the effort, including from women who said that they’re now inspired to dream again.

Will there be new work for the campaign in the near future we can look forward to?
This campaign will continue until October as “Kids Counselor” but the idea for the larger “Dream Again” campaign will continue well into 2017 and beyond.

Two other spots were created for the South Korea and China markets with support from Leo Burnett Korea and Leo Burnett Hong Kong.

After those initial spots where the secret counselors were revealed, a follow-up film was released where the children and adults were interviewed about the social experiment.