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Kimberly-Clark – #ProgressFeelsLike

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Being groped, shamed, judged, objectified, dismissed. Knowing that your most personal decisions are not yours to make, knowing your potential has been thwarted due to your gender.

These and myriad other reasons women and girls experience unease are highlighted in this powerful film, brilliantly scripted by ECD AJ Hassan, and directed by Jaci Judelson through Rakish.

Created for Kotex by Capital A, it’s part of the #ProgressFeelsLike campaign, which, in the run up to International Women's Day (8 March), calls for reflection on women's rights, with a mix of archival footage and live action that authentically depict women's experiences across cultures and continents.

In a global study conducted in September 2023, Kotex uncovered that nearly 60 per cent of women feel that the speed of progress is either stagnant or moving slowly for them, and that worryingly, the feeling of lack of advancement is stronger among the younger generation.

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