P&G deodorant brand, Secret, is
contributing US$529,000 to the US Women’s National Team Players Association to support equal salaries for women,
CNN Business reported
The Procter & Gamble’s owned brand is the US Women’s National Soccer team official brand and wants to support the team’s quest for equal salaries to men.
A full page print ad was published in the New York Times, stating a donation of US$23,000 per player of the winning team to help close the gender pay gap. Secret also urges the organisation to “be on the right side of history.”
In March, 28 members of the USWNT filed a lawsuit against the US Soccer Federation for alleged gender discrimination. The group claimed that the federation pays women less compared to the men’s national team.
P&G has always put out its strong stance on worldwide issues, including the Always’ “Like a Girl” on gender stereotypes; Pantene’s “Strong is Beautiful” campaign with NFL players braiding their daughters’ hair and Gillette’s “We Believe” ad which details on masculinity.
“Consumers want to know the values behind the brand they choose and how those values are being put into action,” said Damon Jones, vice president of global communications and advocacy at P&G to CNN Business.