Tuesday, March 2, 2021

Secret Deodorant Celebrates Serena Williams with ‘Not The First’ Campaign [WATCH]

*Last month, Secret Deodorant announced a new partnership with Serena Williams to advance gender equality and pledged an additional $1 million in support of equality programs.

“It’s very important to me that I use my platform to bring attention to the many issues faced by women in sports and to call for meaningful change. The Secret brand has been answering that very call for years by taking real action to support female athletes,” stated Williams. “Sports changed my life and I feel compelled to continue giving back to ensure a brighter future for women in sports. I am incredibly honored to join forces with Secret and look forward to partnering closely to further the fight for gender equality for all athletes.”

In recognition of International Women’s Day, Secret Deodorant dropped on Monday (March 2) its latest equal representation campaign, “Not The First,” spotlighting some of the most remarkable women in sports, including Williams and Olympic Gold Medalist and NBA New Orleans Pelicans executive Swin Cash.

Peep the short film via the YouTube clip above. 

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VIA PRESS RELEASE:

Today, in recognition of International Women’s Day, Secret Deodorant debuts its latest equal representation campaign, “Not The First,” spotlighting some of the most remarkable women in sports today, while paying tribute to the women who paved the way for their professional success. Starring tennis legend Serena Williams, as well as Olympic Gold Medalist and NBA New Orleans Pelicans executive Swin Cash, Secret’s “Not The First” campaign celebrates the accomplishments of trailblazing women in sports.

Secret invites women to join the conversation on social media (#NotTheFirst) and share a tribute to a woman who first inspired them to pursue their passion. Secret will also support a group of multicultural female influencers as they share their tributes and make a donation to an organization of their choice that works towards equality for women.

“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.’”

To further extend the conversation, Secret will release a “Not The First” campaign ad featuring Williams in the March 16 issue of TIME magazine.

Said Olympic Gold Medalist, Swin Cash, “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. 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!”
 
“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,” said Sara Saunders, Associate Brand Director, Secret. “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.”

 
Join the “Not The First” Conversation

  • Join the conversation and share a “first” tribute on Instagram (@SecretDeodorant) and Twitter (@SecretDeodorant)
  • Tag a “first” woman who inspired you
  • Follow the conversation: #NotTheFirst #ASNS #IWD
Ny MaGee
Ny MaGee is a screenwriter and freelance reporter from Chicago -- currently living in Los Angeles and covering A-list entertainment for various outlets, including Emmys.com. She has worked for: Miramax, MTV & VH1, The Jim Henson Company, Hallmark Channel, Paramount Pictures, and for iconic indie film producer Roger Corman.

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