Swedish advertising agency Forsman & Bodenfors has already presented us with a video for global skincare brand SK-II which sadly portrays Chinese women as being doomed to expire at the age of 30. Why? Because they are considered to be ‘leftovers’ if they don’t get married by this age and this social pressure—that women usually feel—keeps getting higher and higher. Their families tend to reject them and label them as spinsters. Clearly, independent women don’t feel this way. In fact, a study conducted by the cosmetics brand states that 20% of Asian women say they feel comfortable with the idea of aging.
Now, the company wants to help the affected ladies continue fighting for their dreams and finally overcome the pressure to marry early. So, as a complement to the “Expiry Date” campaign and award-winning “Marriage Market Takeover,” the brand releases a new initiative which asks the women’s parents to “Meet Me Halfway”.
The short spot focuses on life such women have. It follows the real-life stories of three young Chinese women who finally, and bravely, decide to visit their parents after years of avoiding their return home due to marriage pressure. The main idea suggests that they all meet halfway, on neutral ground, with a sense of understanding and unexpected liberation.
Millions of single women in China feel discomfort when thinking about home because of the way their parents put pressure on them to get married as soon as possible. Many find themselves at the intersection between fulfilling their parents’ and society’s expectation and following their own dreams and aspirations.
Many of these women avoid Chinese New Year because of exactly this reason. For a young lady, the constant questions that arise from parents and relatives about a boyfriend, marriage, and children during the festivities give birth to a suffocating and unbearable environment of pressure and urgency.
“We want to tell women worldwide: Destiny can change when you have the courage to take the first step to meet halfway,” says Sandeep Seth, Vice President, Global SK-II. “We hope the stories of these three brave women can inspire other women to take the first step, start a conversation with their families about marriage pressure and in the process, empower them to live life on their own terms and shape their own destinies.”
In just a day after its launch, the video gathered up to 18 million views on Chinese video platforms, sparking social conversations on social networks. Plus, the viral video has created a lively discussion in the country, a reflection of just how many women can relate to this subject.
“I was moved to tears. Every time I talk with my parents about getting married, we will start arguing. At this moment, I just want to share this with my parents. Thanks for telling me what I was reluctant to tell them” said one Weibo user.
“I am 24 years old, but my family is already urging me to get married. I am also told it is not good for girls to have such a “strong” character. After watching this, I’m looking forward to being a better version of myself. Let’s work on this everyone,” commented another Weibo user.
By bringing daughters and parents under the same roof, SK-II hopes to provide a place where understanding can be achieved in order to encourage women to live as they please, make their own choices, in their own time. As they should be…