#RaiseItUp campaign to help women impacted most by the 2020 pandemic

RaiseItUp campaign image – Photo courtesy of Procter & Gamble


Special to The Dallas Examiner


Women are the coaches, players, trainers and fans in everyday life. From morning to night, they run non-stop. They are accepting the challenges thrown at them in 2020

In a salute to women, on Monday, Secret Deodorant launched #RaiseItUp, 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, according to the World Economic Forum.

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 child care, career development and other key areas that make a difference in the lives of women and their families.

“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.”

Women – especially Black women and women of color – are more likely to have been laid off or furloughed during the COVID-19 crisis, according to Women in the Workplace 2020 published by Kinsey & Company, stalling their careers and jeopardizing their financial security. In fact, the Department of Labor stated that out of the 700,000+ jobs that were eliminated in the first wave of pandemic layoffs, nearly 60% were held by women, according to the Department of Labor Bureau of Labor Statistics. Similarly, one in three mothers has considered leaving the workforce or downshifting her career since the pandemic, with household responsibilities, child care and home-schooling listed as top contributing factors.

“The 2020 pandemic has exacerbated many of the things women already face, and they have been shouldering the weight of the challenges brought on this year,” said Sara Saunders, Senior Brand Director, Secret & Gillette. “Through our #RaiseItUp initiative, we aim to not only celebrate the strength and resilience of women but also take meaningful action to support them in the areas of their life that mean the most.”

Secret has called on women everywhere to share a photo on social media tagging @SecretDeodorant of what it means to them to #RaiseItUp.

Notable women, including WNBA stars Swin Cash and A’Ja Wilson, helped kick off a social media campaign, sharing their own personal #RaiseItUp images and inviting women to share how they “raise it up” – at home, at work, for their families and, most importantly, for themselves.

“COVID-19 has eroded many positive gains towards closing gender gaps and has placed added impediments for women to be sources of significant global growth,” said Alejandra Y. Castillo, CEO of the YWCA USA. “In order to mitigate those losses, it is imperative now more than ever that brand and organizations like Secret and YWCA USA unite to work to advance equality for all women through initiatives like #RaiseItUp. This partnership will help us continue to deliver programming, services, and other resources that support our mission to eliminate racism, empower women, and promote peace, justice, freedom and dignity for all.”


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