To link in with International Women’s Day on 8 March, Procter & Gamble is launching a new corporate #WeSeeEqual campaign to combat gender bias.

The campaign has been created by Badger & Winters, which won the battle with Cannes International Festival of Creativity last month to change its guidelines and discourage juries from celebrating ads that objectify women through its #WomenNotObjects campaign.

It is the agency’s first advertising assignment for P&G, but it has worked previously with the consumer goods company as a design shop.

The digital campaign is running through both paid and organic social media sharing on YouTube, Facebook, Instagram and elsewhere, with the prospect of spanning several years and potentially moving to TV.

Brands featured include Pantene, SK-II, Ariel and Fairy, brought together under a corporate umbrella over the soundtrack of 4 Non Blondes’ ‘What’s Up’.

P&G corporate brand officer Mark Pritchard commented that the aim is to use its voice to express its point of view on gender equality, which is that the world should be free of gender bias with equal representation.

According to Pritchard, 45% of managers and a third of its board are women, but he believes there is more to be done, stating that if consumers know that the company does these things it helps the brands.

Three weeks ago, P&G extended its media review to DACH region.