A Filipina’s value is often based on how she conforms to society’s expectations for women. If she goes against these norms, society sees her as having less worth (“Sayang siya”).
The Film
The Sayang? No, #ImWorthIt campaign is anchored on a local cultural insight and is a first for the global brand to activate their iconic Worth lt movement for the Philippine market. Headlined by their ambassadors, Pia Wurtzbach-Jauncey, Iza Calzado-Wintle, and Belle Rodolfo and Deng Garcia
The #ImWorthIt campaign, serves as a wake up call for anyone who still refuses to recognize that all types of women are worth it, no matter their choices and aspirations in life — turning every “Sayang ka..” into “Sayang? No, I’m worth it.”
The Launch
Following the debut of its impactful hero film, the brand officially launched its #ImWorthIt campaign at Puerta Real Gardens, Intramuros, Manila City.
The event being held at Intramuros was an intentional choice for the brand — Puerta Real, translated to English means royal gate. Gates are commonly associated with going through transitions and welcoming new opportunities, and this was the perfect symbol for the #ImWorthIt advocacy campaign launch to be held here. The event gave Intramuros, also known as old Manila, a Modern Filipiniana twist, representing the shift in outdated, traditional views on women.
Media Pickups
L’Oreal Paris’ #ImWorthIt Campaign generated a significant amount of publicity during and after the launch event. It garnered more than 69 million in impressions, 29.8 million in reach, and is equivalent to ₱10.6 million in PR Values.
Result:
Sabre Awards - Marketing to Women
Smarties Award - Bronze in Diversity and Inclusion
Youtube Works Award - First Runner Up Force For Good