In recognition of International Women’s Day, Secret Deodorant is launching the latest feature in its equal representation campaign — “Not The First.”
Spotlighting some of the most well-known women in sports, while also paying tribute to those who have paved the way, the spot stars Serena Williams and Olympic gold medalist Swin Cash.
“Secret carries a strong reputation of supporting equal opportunity and representation for women,” said tennis legend Serena Williams. “It is crucial to me that I use my platform to inspire change and support all women, particularly women of color because we are often overlooked and underestimated. I am excited and honored to partner with Secret to inspire a brighter future where women no longer have to be labeled as the ‘First.’”
In addition, the beauty brand also is asking women who watch the video to join the conversation by using the #NotTheFirst hashtag and sharing a tribute to a woman who has inspired them to pursue their passion.
“As a woman of color, I understand the difficulties that can arise while trying to make headway in a male-dominated Sports and Media industry. Secret has a history of supporting equal opportunity for women by spotlighting and celebrating our stories, and ‘Not The First’ is no different,” Olympic Gold Medalist, Swin Cash, said. “I am honored to pay tribute to my role models, inspire honest dialogue and motivate women to keep pushing so they aren’t the last!”
Secret also will support a group of multicultural female influences as they share their tributes, and make a donation to an organization of their choice that works towards equality for women, the company said.
“At Secret, we are proud to continue our commitment to equal representation and to keep working until all women can live in a world where we don’t have to sweat equality,” Sara Saunders, associate brand director at Secret said. “Our ‘Not The First’ partners demonstrate unwavering strength and a relentless approach to empowering women of color. We hope ‘Not The First’ will encourage all women to share their incredible tributes, to help drive change.”