NEW YORK--(BUSINESS WIRE)--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 watch “Not The First” here, 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
- Watch “Not The First” HERE
- 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
Secret was the first antiperspirant brand designed specifically for women, and for the past 60 years, Secret has been on the forefront of women’s lives, leading with innovation designed to provide superior odor and wetness protection. Through the years, the brand has proudly supported women’s advancement and equality through its campaigns and communications. Its latest campaign, “All Strength, No Sweat,” is a continuation of this commitment to women, celebrating those who boldly challenge the status quo, push through barriers and stand up for what they believe in, without “sweating” the obstacles that may come their way. Secret challenges women everywhere to be all strength, no sweat.