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P&G | Always
React to Shamers

A new kind of virtual reality helped Israelis put an end to shaming.

Challenge

Shaming now affects one in five girls, leading to a 35% increase in the number of young women attempting suicide in the last 10 years.

Idea

On International Women’s Day, we launched the world’s first karaoke-style Virtual Reality experience in Tel Aviv, Israel, putting young girls into the middle of a shaming incident. We turned the girls into lead actors, giving them the power to stop the shaming. These experiences were transmitted across the nation via a world-first interactive 360-degree video.

Results

We reached 80% of Israeli girls and 25% more young women have committed to stand up to the shamers.

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