The non-profit organization, Women in Music (WIM) — whose work strives around the advancement, education, and empowerment for women in the music industry — have partnered with the antiperspirant brand Secret for a new campaign and a promise to feature “100% women-made” music in all future campaigns. Women in the music industry makeup “seventeen percent of artists, twelve percent of songwriters, and two percent of producers” and this partnership’s aim is to create more opportunities for women through the latest campaign, “All Strength, No Sweat.”
“As a brand for women, we consistently strive to elevate other women in all we do. But when it comes to the production of music for our campaigns, it has frankly been a struggle to do so, as women are so significantly underrepresented in the music industry,” said Sara Saunders, Associate Brand Director, Secret, P&G.
“We want to change that. We’ve heard from women that there’s one thing that can make all the difference in their careers, and that’s access to other women in the industry. Secret is proud to team up with Women in Music – the music industry’s leading non-profit working toward gender equality – to enable to just that. And we’ll continue to support those women by exclusively enlisting all-female music teams in the production of Secret campaigns.”
Through Secret’s partnership with WIM, the brand has an open talent search and will offer aspiring women musicians:
• Annual WIM memberships for 250 women
• WIM mentorships with industry artists and executives for 50 women
• Access to Music Biz 2020 for two women
• Music Week Badges to SXSW and travel/accommodation for two women
• The opportunity to have their music featured in a future Secret ad
To enter, aspiring artists and songwriters must share their own take on Secret’s “All Strength, No Sweat” brand anthem via their Instagram channels (must be a public profile). Instead of a video, participants may also post a photo showcasing your “All Strength, No Sweat” story. An entry should include, but is not limited to, your strength, dreams and what you plan to accomplish in your career in the music industry.
For the caption of each posted photo or video, enter any appropriate descriptive text and use the campaign hashtags #AllStrengthNoSweat and #CastingCallContest (collectively the photo or video and associated text are your “Entry”), and mention @SecretDeodorant in the post. Upon posting your image or video, caption with the hashtags #AllStrengthNoSweat and #CastingCallContest, and mentioning @SecretDeodorant, you will receive one (1) entry in the Promotion. Limit of one (1) Entry per person, per Instagram account, throughout the Promotion Period.
The contest begins on November 4, 2019 and ends at 11:59:59 PM ET on December 15, 2019. Official guidelines, disclaimers, and conditions may be found here.