P&G’s Secret Deodorant launched the Mean Stinks social program to support fearless young women in the U.S. The project’s Facebook page gives ladies a platform where they can stand up to a stinky behavior—bullying.
With help of celebs—Amber Riley from the hit FOX show Glee, and Rachel Simmons, who is a renowned relationship expert, Secret started the campaign to help women being ‘nice’. Secret also donating a portion of proceeds from select Secret Clinical Strength purchases to PACER’s National Bullying Prevention Center.
Amber Riley will appear in print advertising that helps support donations and she is also participating in Facebook Q&A sessions on the Mean Stinks page.
Rachel Simmons, a best-selling author and expert on the social issues facing young women is working with parents, educators and school leaders to help people prevent bullying. Rachel and Secret have created an experience on Facebook that by provides young women tools to successfully face the difficulties and drama of bullying.
A survey commissioned by Secret of 1,000 young women ages 16-21 proves that the proliferation of bullying extends beyond grade school and has intensified with the explosion of cyberbullying. Survey reveals that 48% of college-age students have experienced or witnessed bullying or mean behavior at college or in the work environment.
«Deodorants fight odor and Secret Mean Stinks program fights bullying,» says Kevin Hochman, Marketing Director, Secret Brand, P&G Beauty. «Our goal is to empower young women to rise above bullying and to help we have created tools like our Mean Stinks Facebook community.»
Except the Facebook tool, Secret is also launching an iAd for the Mean Stinks program on Apple‘s mobile advertising network and will donate $1.00 to PACER’s National Bullying Prevention Center for every user who saves a special wallpaper to their iPhone and iPod touch when they see the ad in their favorite apps.
Leo Burnett created a video for Secret to support the campaign.
Recently P&G has introduced a new face of its Old Spice men deo brand.