WANITA BESI

TitleWANITA BESI
BrandP&G
Product / ServicePANTENE
CategoryB06. Sports for Good
EntrantGREY MALAYSIA Petaling Jaya, MALAYSIA
Idea Creation GREY MALAYSIA Petaling Jaya, MALAYSIA
PR ZENO, A DANIEL J. EDELMAN COMPANY Petaling Jaya, MALAYSIA
Production RESERVE TANK SDN. BHD Kuala Lumpur, MALAYSIA

Credits

Name Company Position
Graham Drew Grey Worldwide Executive Creative Director
Andrew Fong Grey Worldwide Creative Director
Suzy Chiang Grey Worldwide Producer
Huma Qureshi Grey Worldwide Regional Director, PR & Corp Comms AMEA
Brendan Low Grey Worldwide Senior Copywriter
Irene wong Grey Worldwide Sdn Bhd Chief Executive Officer
Daphne Wong Grey Worldwide Brand Director
Vivian Khoo Grey Worldwide Brand Executive

Why is this work relevant for Entertainment?

We used sports and entertainment to change cultural perception, something that can only be done by driving conversation and discussion with the people that matter within the public sphere. WanitaBesi engaged the nation in a controversial, but ultimately positive conversation about the sexual equality and the importance of sport to the development of women - ultimately involving everyone from celebrities, public figures to school girls and the government.

Background

SITUATION By the age of 14, girls are dropping out of sport at twice the rate of boys. (Source UN Women) BRIEF Pantene has long stood for the rights of women via it's Strong is Beautiful platform - their brief to us was to find a way to help create the next generation of strong women. Sports is about a lot more than just healthy body - it teaches vital life skills such as confidence, self belief, teamwork, body image and leadership. OBJECTIVES Ignite a cultural conversation around the undiscussed issue of girls dropping out of sport and inspire more girls to stay in sport.

Describe the creative idea

Bullying and insults fuelled by out-dated values are one of the primary reasons that girls drop out of sport. In Malaysia, once such insult is Wanita Besi - which directly translates as 'Iron Lady', which in this context is used as a negative, unfeminine, unflattering term of abuse to young girls. To redefine the phrase and own WanitaBesi through the lens of real female achievement. Creating a new meaning of the word to signify Iron Lady as strength, confidence, pride and will by rebranding National Icons. Use real-life stories from National athletes and publicly rebrand themselves as #WanitaBesi to carry that message and use their celebrity to drive debate on media channels.

Describe the strategy

Create controversy by broadcasting a negative word within a positive context. Using high profile sporting celebrities, themselves famous victims of bullying, to endorse and campaign the new definition of the word. Use all aspects of the owned media - retail, social, digital to carry the message and target mothers of daughters. Key message: STAY STRONG. STAY BEAUTIFUL STAY IN SPORT #WANITABESI Create a campaign asset, a ribbon, to allow anyone to show tangible and visible support. Use Farah Ann as the key ambassador of the message - Herself a victim of a nationwide cyber witch hunt in 2016, she can speak from first hand of the damage of name-calling and bullying.

Describe the execution

We created 2 films, telling the dramatic real-life stories of Malaysian Athletes, launched on World Women's Day. This was synchronised with the athletes dramatically rebranding themselves as wanitabesi on their social channels. 100,000 golden ribbons - with the phrase Stay Strong, Stay Beautiful, Stay in Sport #WANITABESI were bundled on Pack with Pantene bottles and distributed in-store nationwide with Giant and across schools. A PR launch to announce partnership with fitness first granted any girl wearing the ribbon to free access to any Fitness First throughout the month of March.

Describe the outcome

Farah Ann was featured in multiple interviews across national media, endorsing the campaign and driving conversation. Including 9 separate interviews across the National news networks Over 6 million views of films on youtube 100,000 ribbons distributed, #wantitabesi with over 6,000 photos on Instagram within a week 250,000,000 impressions across social media On March 12th the Malaysian Minister of Youth and Sport endorsed the campaign for 30 mins on Astro Awani - the national current affairs news channel.

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