On Tuesday, June 21 in ten major cities in the world, from Raffles Place in Singapore’s CBD to Madison Square Park in New York, children counselled adult women to keep pursuing the dreams they had when they were young. Until the end of the session, the women believed they were being interviewed by local personalities.
The Dream Again events were a social experiment hosted by SK-11, and part of its broader #changedestiny campaign. The new iniative follows the success of Forsman & Bodenfors’ Marriage Mart Takeover in April, that encourage women in China to take control of their future and achieve their own goals.
Dream Again was also SK-11’s response to the first Global Dreams Index Survey that revealed that half the world’s female population has given up on dreams and is not satisfied with their current lives.
The Procter & Gamble survey of 5,484 women over the age of 18 in 14 countries in 6 continents in May found that the main barriers to pursuing childhood dreams were limited financial support, fear of going out of one’s comfort zone and not fitting traditional definitions of success. The survey also found that 82% of women around the world who actually have pursued their dreams are satisfied with life and strongly connect their idea of success with doing what they love.
The survey highlighted that women in Asia, in particular, give up on their dreams, and become less satisfied with their lives as they grow older. 81% of Japanese women stated that they had stopped pursuing their dreams, and 67% of Korean women.
SK-11 created a film of the experiment, Dream Again | SK-II #changedestiny, which is running on the SK-11 website and YouTube.
Markus Strobel, global president of SK-II, commented, “By encouraging women to pursue to their dreams and empowering them to overcome personal and societal limitations, we hope to inspire more women to change their destiny.”
The 4.5 minute film was launched at the same time as the live events and mirrors its set-up. The women think they are being interviewed by an adult and discover that they were being counselled by children at the end of the session.
Within the first week, the film achieved more than 7 million views worldwide.
Credits:
Global creative agency (film): Leo Burnett Singapore
Global creative director: Karen Ellis
Global creative agency (out-of-home): Grey Worldwide
Executive creative director: Jun Ogasawara, Grey Tokyo
Global PR agency: DeVries Global Singapore (Samantha Shuttleworth & Yoonah Kim)
Global media agency: Nielsen, AOL / BeOn (Thor Otar)
