With November marking National Adoption Month, Pantene took the occasion to launch a series of short films that honor three real families who've adopted a child.
The videos focus on LGBTQ+ parents, who Pantene claims are "seven times more likely to adopt or foster children." All of the shorts show how even simple gestures like helping a child with their hair routine can be incredibly impactful and strength their bond with one another. The videos also highlight the importance of honoring an adopted child's birth parents' culture, which can sometimes be expressed through haircare and styling.
In line with the campaign, Pantene is also hosting an Instagram TV series in partnership with Family Equality, a non-profit that's dedicated to advancing equality for LGBTQ+ families. The brand will donate $1 for every family photo that's shared through the platform using the #BeautifuLGBTQ hashtag, up to $100,000.
National Adoption Month Campaigns
Pantene Launched Three Short Films to Celebrate LGBTQ+ Parents
Trend Themes
1. Celebrating LGBTQ+ Parents - Opportunity for brands to create inclusive campaigns and products that celebrate and support LGBTQ+ parents and families.
2. Importance of Cultural Expression - Opportunity for brands to promote cultural inclusivity and diversity by highlighting the importance of honoring a child's birth parents' culture.
3. Social Media Activism - Opportunity for brands to leverage social media platforms for activism by partnering with non-profits and utilizing hashtags to raise awareness and support.
Industry Implications
1. Haircare and Styling - Opportunity for haircare brands to create innovative products and solutions that cater to the unique needs of LGBTQ+ parents and their children.
2. Film and Entertainment - Opportunity for film and entertainment industry to produce more diverse and inclusive content that represents various types of families and parenting experiences.
3. Social Media Marketing - Opportunity for social media marketing agencies to assist brands in creating impactful campaigns and driving social change through strategic partnerships and hashtag-driven activism.