PANTENE REP SCORE
Symbolic annihilation: the idea that if you don’t see people like you in the media you consume, you must somehow be unimportant.
What if beauty brands were held accountable for showing racially diverse faces?
Pantene will give scores to beauty brands based on how diverse their Instagram feed is.
COPYWRITER: ANA ECHOLS
Social
The campaign will live on Instagram. Users can join in through the Rep Score highlight on Pantene’s profile.
Highlight
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Mobile Microsite
Swiping up from the highlight or clicking a sponsored post will lead to our microsite. Users can find the rep score for any beauty brand or learn more about the project and its methodology.
Example: Dove
Combative Tweet
