Society often places great demands on women, expecting them to live up to standards that are often not asked of men. Our community is often harsh on those women who fail to live up to expectations—“kababaeng tao,” accusers would say, as they are judged, or even ridiculed or bashed on social media, for breaking traditional expectations.
Kris Aquino is a woman who has endured numerous challenges and stains, so to speak, in her life, but has still managed to succeed and rise above it all.
As the world observes National Women’s Month, Ariel #AhonPinay uplifts women using Aquino life and words. As the Queen of All Media puts it, “Walang paratang that stains so deeply that the truth cannot wash away. Walang baho na ‘di naglalaho sa pag-asa ng bawa’t umaga. Kaya kahit paulit-ulit pa tayong madapa at mamantsahan, tayong mga kababaihan, we will keep rising.” (Because there’s no accusation that stains so deeply, that the truth can’t wash away. There’s no stench so intense that won’t vanish with the hope of a new day. And even if we fall and get stained over and over again, we, women, we will keep on rising.)
Ariel #AhonPinay focuses on each woman’s uniqueness and ability to rise above every challenge. The advocacy program brings to life the brand’s goal to celebrate progressive and empowered women, as it seeks to inspire them to rise up and reach their goals.
“Kris Aquino exemplifies resilience and inner strength. Since her childhood, the nation has seen her go through different setbacks, yet she has risen above each one. In the process, she has become a source of hope and inspiration for those women who need to be encouraged so that they, too, can rise above their challenges, and know that these stains do not define them,” explains Louie Morante, regional brand communications at P&G Asia Fabric and Home Care.
He added, “That is precisely what Ariel #AhonPinay wants each fearless Filipina to know, and we believe that Kris Aquino can strongly drive that message home.”
Through the years, Ariel has proudly stood behind and advocated for the empowerment of women across the Philippines, working alongside women advocacy groups through the Ariel #AhonPinay program. One groundbreaking Ariel #AhonPinay initiative is a training program, held in partnership with the Technical Education and Skills Development Authority, to train women in male-dominated fields such as welding, auto mechanics, plumbing, as well as electrical and installation maintenance.
The Ariel #AhonPinay campaign is the Philippine leg of P&G’s #WeSeeEqual global campaign, which embodies the company’s commitment to empower women in order to create an equal world for all, including those women who have struggled and have risen.
P&G believes that gender equality is a journey, not a destination, and works hard to ensure that it is part of its corporate culture. This focus extends to its female consumers who are at the heart of its brands and products around the world.
“At P&G, we have a sustained focus on women empowerment with our #WeSeeEqual global campaign which strives to create a world that is free from gender bias with equal representation and an equal voice for women and men,” shared Morante.