Secret Deodorant continues its mission to help women, with the launch of a new initiative in partnership with the likes of 2020s most notable voices in activism such as WNBA players like Swin Cash and A’Ja Wilson, as well as Gabrielle Union.
Called “#RaiseItUp”, it’s a multi-phased initiative that empowers and supports women at a time when COVID-19 threatens to be the biggest setback to gender equality in a decade. As part of Secret’s pledge to donate an additional $1 million in support of equality programs, the brand is taking immediate action in partnership with YWCA USA to establish a “Secret Missions” fund that will provide direct assistance to women. These “Secret Missions” will focus on childcare, career development and other key areas that make a difference in the lives of women and their families.
According to McKinsey’s Women in the Workplace Study, women — especially Black women and women of color — are more likely to have been laid off or furloughed during the COVID-19 crisis, stalling their careers and jeopardizing their financial security. Similarly, two million women have considered leaving the workforce or downshifting their careers since the pandemic. It’s just one of 7 global challenges currently gripping the global.
“The COVID-19 pandemic has disproportionately affected women and even further increased inequalities in opportunities and income for multicultural women,” said Freddy Bharucha, Senior Vice President, North America & Global Personal Care, Procter & Gamble. “Secret is proud to step up, in partnership with the YWCA, to provide assistance and opportunities to the women who need it the most. Together, we will #RaiseItUp for women everywhere.”
WNBA’s Swin Cash and A’Ja Wilson, as well as Gabrielle Union, helped kicked off a social media challenge with their own personal #RaiseItUp images — inviting women to share how they “raise it up” at home, at work, for their families and, most importantly, for themselves.