#HairHasNoGender

VML Greece and Grey Athens has captured Greece's attention once more with the launch of the second year's "#HairHasNoGender campaign" for P&G and Pantene.

For this communication, we strengthened the key message “Whatever hair you dream of, we stand with you” and #HairHasNoGender but this time we explore the true power that hair and emotional support can have in an 2SLGBTQ+ person’s self expression and identity at work.

Research has shown that 53% of 2SLGBTQ+ feel the need to hide their identity at work. The campaign aims to spark conversations about inclusivity and help people realize how their workplace benefits from a more inclusive environment. Press mentions and TV coverage in the first two weeks since launch was impressive, with extensive media coverage from top Greek media, the Proto Thema morning show.

41 PANTENE HAIR HAS NO GENDER AT WORK 1min15sec ENG SUBS 31 05 23

The first campaign took Greece by storm and raised the subject of inclusion into conversations in classrooms, parliament, TV and radio stations and numerous articles. We achieved visibility in the LGBTQ+ community and how important it is for everyone to be able to express themselves freely, be who they are and wear their hair as they want. For the second year, we had to raise the bar and take the next step from visibility and further inclusion in the workplace.

Research has shown that 53% of 2SLGBTQ+ feel the need to hide their identity at work. A big part of their identity is the way they dress, how they wear their hair and how they express themselves.

We partnered with the psychological support line “11528 stands with you” to encourage support and allyship in the workplace. They help people learn how to become more inclusive colleagues.

We also teamed up with members across the 2SLGBTQ+ spectrum to recount their lived experiences and highlight the importance of feeling accepted and being themselves in the workplace. Our hero film features people from a range of backgrounds and career paths: a teacher, doctor, computer engineer and a company employee whose similar experiences in the workplace underscores the need to build more inclusive and diverse spaces.