Released in time for International Women’s Day on March 8, Procter & Gamble Co. has put out a brand message that transcends all of its brands and shows that it believes in gender equality. #WeSeeEqual is a new corporate digital campaign that aims to fight against gender bias.

Created by Badger & Winters, the agency famous for the #WomenNotObjects campaign that successfully fought to change the Cannes guidelines in order to discourage the juries from awarding advertising that was actively objectifying women, this is a strong message from P&G.

In the emotive film, we see statements juxtaposed with people going about their lives that give the audience pause for thought about different people’s roles in society. Men, women, boys, and girls in this film are all defying gender stereotypes.

Put together using a mixture of footage which includes clips from heavy-hitting campaigns like Always’ “Like a Girl,” the message is clear. “Hugs don’t care who gives them. Science doesn’t care who studies it. Diapers don’t care who changes them. Equal pay doesn’t care who demands it.” All of these issues are part of a bigger gender debate, but what this ad wants to get across is that everything should be equal, it shouldn’t be something we are still thinking about.

This digital campaign, which will feature on social-media sites YouTube, Facebook, Instagram, and elsewhere, will ensure that the strong message is shared globally.

Campaign: We See Equal

Agency: Badger & Winters

Brand: P&G