Dive Brief:

• Pantene, the Trans Chorus of Los Angeles and GLAAD — a media monitoring organization to promote equality — partnered on the "Going Home for the Holidays" video series in support of LGBTQ+ people who fear they won't be accepted when they visit home, according to a press release.
• The video series features stories of four members of the Trans Chorus. The P&G brand says it is "dedicated to helping everyone everywhere see and experience transformation in their lives in big and small ways."
• Additionally, Pantene has pledged $100,000 to Family Equality, a support organization for LGBTQ+ people and their families. The new campaign builds on the previous "Don't Hate Me Because I'm BeautifuLGBTQ" campaign launched in June, which is Pride Month.

Dive Insight:

"Going Home for the Holidays" continues Pantene's support for the LGBTQ+ community and the support of parent company P&G for social inclusion across its brands. This purpose-driven holiday campaign is aimed at the nearly half (44%) of LGBTQ+ people who feel they can't come home as their true selves, fearing their identity won't be accepted, according to Kantar research P&G cites in the press release.

Pantene's iconic 1986 "Don't Hate Me Because I'm Beautiful" tagline was updated in June as "Don't Hate Me Because I'm BeautifuLGBTQ," as an effort to redefine "beautiful" to include members of that community, also in cooperation with GLAAD. At the time, the brand said its research showed that 60% of LGBTQ+ people changed their hair style when they underwent a life or identity change. To accompany that campaign, P&G also released a 25-minute documentary about the struggle of LGBTQ+ employees over the years at the company itself, called "Out of the Shadows."

Along with campaigns focused on LGBTQ+ representation, Pantene has worked to address gender equality in recent years. Last May, the brand launched S.H.E., the "Search. Human. Equalizer." It's a Chrome browser extension tool that aims to provide less biased results from 150 search terms, citing Pew Research Center finding that women were underrepresented 57% of the time in searches across 105 job categories. The search tool was part of Pantene's "Power to Transform" campaign, which celebrated women who positively change their lives and the world.

Along with this effort, P&G's Gillette released a short video in May of a transgender teen being taught to shave by his father. Previously, that brand featured transgender activist Jazz Jennings in a campaign for Gillette Venus for women, called #MySkinMyWay, and its "We Believe" campaign had tackled toxic masculinity.