Sunday, August 17, 2014
See The Real Me a Johnson and Johnson Campaign for Teens
Posted by
Misis Nikole
|  at
9:32 PM
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The maker of Modess, Clean &
Clear, and Carefree revealed today a troubling global statistic: 75% of adolescents
aged 13-19 years old are growing up fearful adults, hesitant to show people who
they are and to display their potential because they are afraid of being
ridiculed or judged for their appearances. Teens fear that their peers focus on
the external, bodily manifestations of puberty like pimples, menstrual leaks,
and odors instead of who they are inside and what they can do. As a result,
instead of sharing their own thoughts and ideas, having fun, or participating
in socio-civic activities that drive personal progress and development, they often
choose to tuck their heads in a corner and stay on the sidelines.
“Our children are growing up in a
world where they feel embarrassed and concerned over bodily changes that are
actually normal and manageable,” said Gabrielle Solomon, Clean & Clear brand
manager. “These teens will grow up thinking that having pimples, wetness, or
menstruation stains are embarrassing and that having these prevents them from
pursuing the opportunities available to them. They will think that so long as
you are not the traditional, flawless kind of beautiful, or if you don’t work
hard to hide your flaws, it will be difficult to stand out and show the world
the real you.”
Johnson & Johnson recognizes
that along with society, pop culture, and other entities, it played a role in
propagating this mindset. In order to sell products, most companies paint
puberty as scary and taboo in order to drive demand for the products they
provide.
As such, J&J Philippines takes
a brave stand with its recently launched, pioneering campaign entitled “See the
Real Me.” Spearheaded by the company’s teen brands Clean & Clear, Modess,
and Carefree, J&J wants to take the lead in correcting this mindset. It
wants teens to understand that pimples, oil, menstruation, and wetness are not hindrances,
but rather, milestones of a new chapter in their lives and a signal for them to
show the world who they are and what they have to offer.
From taboo topic to celebrating
puberty
“See The Real Me” takes on this
new empowered mindset among teens by providing real role models—teen girls from
the 25% of the population who have shown the courage to rise above puberty
issues and are not afraid to move forward and show the world who they really are. The campaign has also unveiled its official,
self-titled anthem which aims to unify both segments and inspire them with its
message.
J&J also provides platforms
to make the campaign easily accessible to teen girls. Through digital media, it
will be showing video testimonials about real teens talking about the
challenges they encounter and expressing who they really are. And through
on-ground efforts, there will be various educational teen programs in-store, as
well as the J&J See the Real Me Teen-Powerment School Program. After three
decades of partnerships with schools nationwide, J&J elevates its program by
going beyond physical education and digging deeper into the psychological,
emotional, and social components. This school program will initially go to hundreds
of schools in the country, with the drive to help give teens the courage to
show their real selves and tell them that puberty isn’t something to be scared
of – and, on the contrary, that it should be celebrated.
Krissy Villongco, one half of the
titular online sensation Krissy and Ericka, and Clean & Clear brand
ambassador, said, “J&J goes beyond the movement of increasing self-esteem
by giving teens the courage to show their real selves. We’re really happy to be
part of this campaign because Filipino teenage girls today need a strong
support system. It feels good to know that J&J is making them and their
emotional well-being a priority.”
During the official
launch event of the campaign at Makati High School, the See the Real Me anthem
was debuted and performed by Krissy. Teen psychologist from Cribs Foundation,
Aileen Sison talked more about the importance of celebrating puberty and having
the courage to say #seetherealme.
For
more information, log on to Johnson & Johnson’s brand pages and see how it
is inspiring teens to have the courage to #seetherealme: www.facebook.com/cleanclearphilippines

A chubby blogger who enjoys life and lives a life on the plus lane. A wife who is hoping and praying to be a mother soon. A positive person who still believes in the goodness of humanity.
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