Words are powerful. They can knock someone down or, on the contrary, inspire them to carry on. Highlighting this, South African company PPS has launched a campaign titled “Women acknowledged.” Aimed at both, young, up-and-coming as well as established women professionals, the campaign opens up a dialogue about the stereotypes that women face in the workplace.

More info: pps.co.za

“With its provocative and honest style, the campaign tackles the labels that disempower women by re-formulating them in an empowering way, challenging age-old bias,” PPS wrote on its website.

“Each piece in the ‘Women acknowledged’ series commences with a disempowering statement, which is then countered by an empowered statement. The campaign will focus on women in some of the main careers that make up the PPS membership base, namely engineering, academia, accounting, architecture, law, medicine, and dietetics.”

“Irrespective of their qualification, female professionals are not treated as equals to their male counterparts because they are seen as women before being seen as professionals,” Ayanda Seboni, Group Executive: Brand, Marketing & Communications at PPS, said.

“PPS is passionate about women and their success across industries. With this campaign, we hope to encourage women to break the glass ceiling and to create a community of professionals who can benefit from each other’s successes regardless of gender. At PPS, we believe that success is better shared by helping women to achieve their financial goals for prosperity, ” Seboni added.

To better understand the campaign, watch the video below

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