Pantene released a 60-second video in the Philippines entitled Be Strong and Shine—which tackles gender equality issues —and the message has resonated far beyond the Philippines, according to the brand. The video has been viewed more than 5 million times, and there have been comments posted from viewers around the world.

The video exposes hidden gender double standards in the workplace—a prevalent theme in Filipino culture, where the notion still exists that women cannot be too assertive or strong-willed when it comes to getting what they want.

Anthony Davey, P&G VP of Hair Care & Color in Asia, said, “Pantene ran a study in the Philippines, and our team was shocked to learn that 70% of men still think that women need to downplay their personality to be accepted.”

Sheryl Sandberg, author and COO of Facebook, posted a link to the video on her personal Facebook page, saying, “This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways. Really worth watching. Lean In prize of the day for sure!”

Created in the Philippines, the integrated #WhipIt campaign boldly asks questions such as “Why is he called ‘BOSS’ but she’s called ‘BOSSY?”

“The video struck a chord with people because most don’t realize they are making unfair judgments of others. This video raises awareness of these unknown behaviors,” said Davey.

To help raise more awareness for this issue, the Pantene brand is rolling out the campaign globally in an effort to help create a larger platform to educate and awaken everyone to these perceptions and stereotypes. The global campaign called #ShineStrong will encourage women to join the movement, and digitally share their #ShineStrong moment.

Deb Henretta, Group President, P&G Global Beauty, said this about the campaign: “Pantene and P&G brands reach billions of women around the world, and we want to use this scale and influence to be an agent of change. We are excited about this global #ShineStrong campaign to help women embrace their strength and shine.”