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Secret deodorant steps up battle against bullying, names Demi Lovato as ambassador


NEW YORK — As students across the country head back to school, Procter & Gamble’s Secret Deodorant brand is gearing up for the second year of its Mean Stinks anti-bullying movement.

In the second year of the program, Secret is stepping up its efforts by teaming up with musical artist Demi Lovato as the new Mean Stinks ambassador to inspire girls to “Gang Up for Good.” Girls can join Lovato in the movement to help bring an end to mean behavior by taking the Mean Stinks pinky swear, by painting their pinky nails blue in a show of peace and solidarity to keep bullying out of their group of friends.

“I’ve teamed up with Secret Deodorant as their new Mean Stinks ambassador because it’s important to me to use my voice to help end bullying,” Lovato stated. “Urging young women to ‘Gang Up for Good’ is a really great way to inspire us all to change the way we think when it comes to being a bully, witnessing bullying or being the victim of a bully.”

Beginning in October, girls nationwide can join this year’s Mean Stinks program by participating in a number of activities designed to educate about, and stand up to, bullying. Beginning in October, National Bullying Prevention Month, a downloadable Mean Stinks “Gang Up For Good” Kit will be available featuring lessons and a detailed assembly plan for girls, schools and parents.

To help girls “stick up” against what really stinks, being mean, and protect against the “stink” caused by wetness and odor, Secret has created new Secret Mean Stinks Clinical Strength. As part of Secret’s commitment to bring an end to girl-to-girl bullying, the brand will donate $1 from every Mean Stinks Clinical Strength purchase to Girls on the Run to fund their girl empowerment programming and help prevent mean behavior before it starts. Secret Mean Stinks Clinical Strength is available at select major retailers nationwide and the P&G E-store.

Inspiring change is one piece of the puzzle, but to help keep bullying and drama out of the equation long term, P&G and Secret have formed a relationship with leading researchers on youth social aggression at Cincinnati Children’s Hospital Medical Center, awarding them a P&G grant to develop an anti-bullying curriculum, with the intent to pilot it select schools this coming year.

The most recent U.S. Department of Justice report shows 30% of female students in grades 6 to 12 were bullied at school or cyber bullied during the 2009-2010 school year.

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