Unilever launched a new Positive Beauty vision and strategy globally which aims to champion a new era of beauty which is equitable and inclusive. This mission echoes LUX’s support for Semenya who was “born this way” and has always had to face scrutiny and discrimination for traits she cannot change about her genetic makeup. LUX seeks to inspire women to confidently embrace their beauty and appearance as their own, as opposed to it being dependent on the opinion of others thus making their interpretation of their beauty their strength.
It was with this in mind that LUX decided to donate its brand voice through paid advertising on social channels and other media in support of Caster. Alongside that, the South African Parliament has joined the African Human Rights Commission and other institutions to help Semenya in her fight for justice and equality. The South Africa Parliament passed a Motion Without Notice, condemning the actions of World Athletics against Ms. Semenya as an “injustice and violation of human rights”. Parliament also resolved to do “everything in its power” to assist Ms Semenya in her fight.
This professional campaign titled 'Born this Way' was published in South Africa in April, 2021. It was created for the brand: Lux, by ad agency: Wunderman Thompson. This Film medium campaign is related to the Beauty industry and contains 1 media asset. It was submitted over 1 year ago.
Advertising Agency: Wunderman Thompson