Saturday, August 30, 2014

Johnson & Johnson's 'See the Real Me' Campaign

I love companies who likes to give back to their consumers and one of these big brands is Johnson & Johnsons. They recently launch a campaign to help young girls overcome their insecurities and empower them to overcome what made them insecure. I myself went through this kind of awkward phase and thank goodness to all who helped me overcome these emotional and physical issues. Girls nowadays are very lucky because Johnson & Johnsons now has a vast array of products that they can choose for their specific needs and at the same boosting their self esteem.

The maker of Modess, Clean & Clear, and Carefree revealed today a troubling global statistic: 75% of adolescents aged 13-19 years old are growing up fearful adults, hesitant to show people who they are and to display their potential because they are afraid of being ridiculed or judged for their appearances. Teens fear that their peers focus on the external, bodily manifestations of puberty like pimples, menstrual leaks, and odors instead of who they are inside and what they can do. As a result, instead of sharing their own thoughts and ideas, having fun, or participating in socio-civic activities that drive personal progress and development, they often choose to tuck their heads in a corner and stay on the sidelines.  


“Our children are growing up in a world where they feel embarrassed and concerned over bodily changes that are actually normal and manageable,” said Gabrielle Solomon, Clean & Clear brand manager. “These teens will grow up thinking that having pimples, wetness, or menstruation stains are embarrassing and that having these prevents them from pursuing the opportunities available to them. They will think that so long as you are not the traditional, flawless kind of beautiful, or if you don’t work hard to hide your flaws, it will be difficult to stand out and show the world the real you.”
Johnson & Johnson recognizes that along with society, pop culture, and other entities, it played a role in propagating this mindset. In order to sell products, most companies paint puberty as scary and taboo in order to drive demand for the products they provide. 

As such, J&J Philippines takes a brave stand with its recently launched, pioneering campaign entitled “See the Real Me.” Spearheaded by the company’s teen brands Clean & Clear, Modess, and Carefree, J&J wants to take the lead in correcting this mindset. It wants teens to understand that pimples, oil, menstruation, and wetness are not hindrances, but rather, milestones of a new chapter in their lives and a signal for them to show the world who they are and what they have to offer. During the advocacy launch recently at the Makati High School, the themes ong for the said campaign was launched and sung by Krissy and Erika.

So remember, always have self esteem and don't be insecure with what you have, be confident and tell to those bashers 'See the Real Me' a fierce, feisty and confident girl.

photo credits to gracee bonggolan.


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