J&J "See the Real Me" Teen-Powerment campus tour officially launched
J&J brand ambassadors and online teensations Krissy and Ericka Villongco performed the official "See the Real Me" anthem.
Teens, most especially the girls often experience lack of confidence, hang-ups, hassles and insecurities brought about by a lot of factors like the pimples starting to show, undergoing hormonal changes, the inevitable monthly periods and sometimes facing some unavoidable circumstances that might affect their normal behavior. These things greatly influence one's personality and attitude, not realizing that they were not able to show their true selves ... thus, the "See the Real Me" campaign was created.
In this note, Johnson & Johnson is pioneering a shift
in their marketing philosophy. They are bravely changing the mindset of teen
girls who are used to feeling unsure and held back by pimples and menstruation
by giving them instead, the confidence and courage to show their real selves--
regardless of the changes happening in their bodies.
Troubling societal phenomenon
The maker of Modess, Clean & Clear, and
Carefree revealed today a troubling global statistic: 75% of adolescents aged
13-19 years old are growing up fearful adults, hesitant to show people who they
are and to display their potential because they are afraid of being ridiculed
or judged for their appearances. Teens fear that their peers focus on the external,
bodily manifestations of puberty like pimples, menstrual leaks, and odors instead
of who they are inside and what they can do. As a result, instead of sharing
their own thoughts and ideas, having fun, or participating in socio-civic activities
that drive personal progress and development, they often choose to tuck their
heads in a corner and stay on the sidelines.
Event host & MYX VJ Joyce Pring with J&J brand manager introducesw Johnson & Johnson's new philosophy for teens
“Our children are growing up in a world
where they feel embarrassed and concerned over bodily changes that are actually
normal and manageable,” said Gabrielle Solomon, Clean & Clear brand
manager. “These teens will grow up thinking that having pimples, wetness, or
menstruation stains are embarrassing and that having these prevents them from
pursuing the opportunities available to them. They will think that so long as
you are not the traditional, flawless kind of beautiful, or if you don’t work
hard to hide your flaws, it will be difficult to stand out and show the world
the real you.”
Johnson & Johnson recognizes that along
with society, pop culture, and other entities, it played a role in propagating
this mindset. In order to sell products, most companies paint puberty as scary
and taboo in order to drive demand for the products they provide.
As such, J&J Philippines takes a brave
stand with its recently launched, pioneering campaign entitled “See the Real Me.”
Spearheaded by the company’s teen brands Clean & Clear, Modess, and
Carefree, J&J wants to take the lead in correcting this mindset. It wants
teens to understand that pimples, oil, menstruation, and wetness are not hindrances,
but rather, milestones of a new chapter in their lives and a signal for them to
show the world who they are and what they have to offer.
From taboo topic to celebrating puberty
“See The Real Me” takes on this new
empowered mindset among teens by providing real role models—teen girls from the
25% of the population who have shown the courage to rise above puberty issues
and are not afraid to move forward and show the world who they really are. The campaign has also unveiled its official,
self-titled anthem which aims to unify both segments and inspire them with its
message.
Host Joyce Pring chats with the representatives of the Makati High School student council and clinical psychologist Aileen Sison about their own personal take on undergoing puberty and showing their real selves during the official campaign launch
J&J also provides platforms to make the
campaign easily accessible to teen girls. Through digital media, it will be
showing video testimonials about real teens talking about the challenges they
encounter and expressing who they really are. And through on-ground efforts, there
will be various educational teen programs in-store, as well as the J&J See
the Real Me Teen-Powerment School Program. After three decades of partnerships
with schools nationwide, J&J elevates its program by going beyond physical
education and digging deeper into the psychological, emotional, and social
components. This school program will initially go to hundreds of schools in the
country, with the drive to help give teens the courage to show their real
selves and tell them that puberty isn't something to be scared of – and, on the
contrary, that it should be celebrated.
"See the Real Me," Teen-Powerment School Program will visit hundreds of schools in the country to help give teens the courage and confidence to show their real selves. The campaign will also extend to educational teen programs in-store as well as to the digital space, in which real teens will share who they really are and what challenges they encounter.
Krissy Villongco, one half of the titular
online sensation Krissy and Ericka, and Clean & Clear brand ambassador,
said, “J&J goes beyond the movement of increasing self-esteem by giving
teens the courage to show their real selves. We’re really happy to be part of
this campaign because Filipino teenage girls today need a strong support
system. It feels good to know that J&J is making them and their emotional
well-being a priority.”
During the official launch event of the
campaign at Makati High School, the See the Real Me anthem was debuted and
performed by Krissy. Teen psychologist from Cribs Foundation, Aileen Sison
talked more about the importance of celebrating puberty and having the courage
to say #seetherealme.
So to all the teeners out there, watch out for the coming of J&J "See the Real Me" Teen-Powerment campaign in your campus!!!
Be ready to let them show the "Real You!"
More BTS pics
More BTS pics
For more information, log on to Johnson
& Johnson’s brand pages and see how it is inspiring teens to have the
courage to #seetherealme:
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Please check out some of the #seetherealme BTS pics posted on my Facebook page:
Please check out some of the #seetherealme BTS pics posted on my Facebook page:
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