This month #Sistergood campaign celebrates all the perfectly imperfect women of Dentsu Jayme Syfu Philippines
Dentsu Jayme Syfu Philippines has a whole new way of redefining women power. For women’s month, it launched a campaign that presented how women feel about themselves, in a totally contrasting way. All 63 female employees decided to proudly and unapologetically declare their imperfections on social media. It was refreshing to see women, celebrating themselves in the most honest way possible and bravely sharing them. Instead of finding faults, feeling guilty or being ashamed, they proudly embraced them.
Two “imperfect and proud” women from the agency were posted every day. One declared her “loud” nature, which simply showed that her “volume” matches her “passion”. While another admitted that her “snobbish” persona was simply her way of trying to be effortlessly cool, and an excuse for her to make small talk with strangers.
Dentsu Jayme Syfu’s Chairmom Merlee Jayme found this timely in the industry saying, “Embracing our imperfect selves make us love ourselves more. In our world of marketing and advertising, sadly women are still stereotyped. Portrayed in “before and after” story lines, women make mistakes and are always told how to improve themselves or their choices. In fact, the old “teacher-learner” formats still exist! They show women acting dumb and looking for someone to enlighten their ways. Or worse, women who are desperately trying to be as perfect as their celebrity influencers. We figured, if we have that feeling of empowerment with our own imperfect selves, then definitely we can re-write our creative future.”
The agency’s previous #sistergood campaign featured women supporting other women to push leadership in the workplace. It dealt with issues from sexual preference to single motherhood. With a commitment to help working moms, it also launched several initiatives that year. Maternity leave was extended and mothers (even fathers) were allowed to bring their children to work.
With this year’s effort, the women of Dentsu Jayme Syfu had just shown the world that they are not all ashamed of their true selves: the “know-it-all”, “difficult”, “tactless”, “bratty” or even “bitchy”. Now that’s imperfect.