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‘Saudi Women’s March’ Makes Strides to Shatter a Social Taboo

P&G Always empowers Saudi women to #MoveForTomorrow

P&G Always’ “Saudi Women’s Online March,” GPC Rating: 7.3

Facebook mobile uploads, Snapchat selfies and Instagram #OOTD’s. These are just a few ways women around the world are expressing themselves online—but not in Saudi Arabia. In the Kingdom of Saudi Arabia, a strict religious government enforces a set of laws to govern women’s behaviors and appearances — to show a woman's face on social media is considered taboo. With the help of Leo Burnett Beirut, Always continues to rewrite the rules with the “Saudi Women’s March."

The brand orchestrated the first “Saudi Women’s Online March,” an online campaign that called on women to document footage of their steps, walking towards a better tomorrow. Thousands of clips of marching feet were quickly uploaded onto the Always’ Facebook page, along with their written hopes and dreams. The campaign used the hashtag “#MoveForTomorrow,” encouraging women to join the movement across multiple social channels.

More than 5,000 women participated, generating new followers for Always and a large number of media impressions in a country where traditional channels are strictly regulated. The brand continued to show its support by providing funding to three of the most inspiring marchers to help them achieve their future aspirations.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.