Cincinnati-based Procter & Gamble’s Secret Deodorant has donated funds toward childcare services, female professional development and barrier reduction programs as part of its $1 million pledge to promote gender equality.
The resources will help more than 100,000 women in the YWCA network. The donation will be spread across 12 communities, such as Atlanta, Chicago and St. Louis, that have been impacted by the pandemic.
"As a result of the pandemic, women — especially women of color — have been forced to scale back or leave their jobs, further exacerbating existing economic and racial disparities. Through our partnership with YWCA, we are creating tangible solutions and a meaningful impact by supporting their mission in providing essential childcare resources,” says Sara Saunders, senior brand director of Secret, in a release.
The workforce development programs are catered toward helping women re-enter the workforce with jobs that are financially secure and sustainable for supporting their family. The childcare services are also described as “safe and affordable” at the YWCA.
In addition to this donation, Secret has partnered with YWCA in the Raise It Up Campaign, which intends to promote awareness of working mothers. Secret has produced a docuseries, “Secret Superhero Moms,” which includes individual “strength stories” that profile three women in the workforce juggling family life with work life.
“These women are role models in their communities, and most importantly, superheroes to their children,” says Elisha Rhodes, Interim CEO of YWCA USA. “We are incredibly proud of our partnership with Secret and what they continue to do to embolden women everywhere. We hope these childcare development programs help lift a weight off the shoulders of many other families.”
People can join the conversation and highlight the superhero in their life by tagging #SecretSuperheroMom and @SecretDeodorant on social media.