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Always Arabia's latest advert shows a brave new world.

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US multinational Procter and Gamble's (P&G) feminine hygiene brand Always has released a new online advert, titled "The New Brave," describing it as "a movement that celebrates the resilience of all women during these challenging times."

It highlights the courage and self-empowerment of women during the coronavirus disease (COVID-19) pandemic and its accompanying lockdowns, including those fighting isolation at home, not seeing family for long periods of time, managing remote work and school, teaching and learning with children, and adapting to a new definition of bravery.

This is not the first time P&G has sought to harness female empowerment, tying in with its stated philosophy, which is to be a "force for good". Always' previous campaigns such as "Like a Girl" garnered global acclaim, and closer to home, its "Generation of Firsts" campaign marked an important milestone for Saudi women.

In addition to the "The New Brave" advert, and as part of its COVID-19 relief mission, P&G has been working with various charities and governments to donate to those in need, especially keeping in mind that 70 percent of frontline workers are women.

As the new advert states: "The recognition and celebration ofC[macron]this bravery is why we will come out of this challenging time stronger, braver, and changed with the realization of our potential ... there has never been a better time to claim #TheNewBrave."

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Author:Zaira Lakhpatwala
Publication:Arab News (Jeddah, Saudi Arabia)
Date:Jun 18, 2020
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