If young women look up to the best women they will grow up to be like them. Social media does not always make the best women popular. The messages delivered to women in social media are not always ideal. AB Inbev’s Pony Malta, one of the leading beverages among teens in Colombia, and its agency, MullenLowe SSP3, have launched a campaign that encourages young girls to share messages of great women throughout history.
The initiative launched on TikTok for International Day of the Girl and uses one of the platform’s most popular features, dubbing. It provides quotes from over 100 women including Michelle Obama, Christina Koch, Malala Yousafzai, Lady Gaga and the late Ruth Bader Ginsburg, that girls can record themselves lip-syncing to inspire and empower others.
Juan Alonso Torres, ABInBev’s Pony Malta marketing director, commented, “Over 54% of TikTok users are women, with many creators influencing girls around the world in the way they dress, do their make-up, exercise and even the way they speak. Pony Malta stives to encourage teenagers to be the best version of themselves, so we hope #SheSpeaks inspires and empowers young girls to be anything they want to be, and encourages them to follow women to dared to dream big and really make a difference.”
Carlos Andrés Rodríguez, chief creative officer of MullenLowe SSP3, stated, “TikTok has more than 800 million users worldwide, 41% of which are teens. Through #SheSpeaks, more than 100 fragments of words, speeches and interviews have been collected and uploaded to TikTok influencer, @ellashablan’s page to organically become part of the content that girls and teens share every day. For the first time, girls won’t be speaking over songs, movies or funny audio, but over the voices of many important women throughout history.”
The content is also available through Instagram Reels and will be live for the rest of October. #SheSpeaks is supported by a number of NGO’s including Fundación JuanFe, Niñas Sin Miedo, Niñas de Luz, She Is and Tiempo de Juego.
A selection of audio that is available includes:
“And make no mistake about it, education was central to every last one of those efforts. The ability to read, write, and analyze; the confidence to stand up and demand justice and equality.” – Michelle Obama.
“Do the things that scare you, do the things that are right on the cusp of what you know you’re capable of.” – Christina Koch
“I am not alone voice, I am not alone voice, I am many.” – Malala Yousafzai
“My mother told me to be a lady. And for her that meant be your own person, be independent.” – Ruth Bader Ginsburg
“We are voices, we have deep thoughts and ideas and beliefs and values about the word, and we have the power to speak and be heard and fight back when we are silenced.” – Lady Gaga
“Do what you have to do, step outside yourself, be more, be better, be bigger than you’ve ever been before.” – Megan Rapinoe
Agency: MullenLowe SSP3
Chief Executive Officer: Francisco Samper
Chief Creative Officer: Carlos Andrés Rodríguez
Chief Operating Officer: Juan Pablo García
Chief Innovation Officer: Camilo Plazas
Creative Directors: Jorge Eliécer Pinto &Guillermo Siachoque
Copywriter: Laura Medina
Art Director: Gabriel Felipe Muñoz Lara
Account Director: Fabiana Manzi
Account Executive: Juan Sebastián Arévalo
Digital Director: Jennifer Boshell
Marketing Director ABI: Juan Alonso Torres
Brand Manager ABI: Dubraska Arguinzonez
Planner: Laura Torres
Production Director: Jose Vicente Altamar
Animation: Andrés Torres, Julián David González, Javier Cáceres & Nicolás Fuenmayor
Music: Camilo Andrés Medina