With November marking National Adoption Month, Pantene took the occasion to launch a series of short films that honor three real families who’ve adopted a child.
The videos focus on LGBTQ+ parents, who Pantene claims are “seven times more likely to adopt or foster children.” All of the shorts show how even simple gestures like helping a child with their hair routine can be incredibly impactful and strength their bond with one another. The videos also highlight the importance of honoring an adopted child’s birth parents’ culture, which can sometimes be expressed through haircare and styling.
In line with the campaign, Pantene is also hosting an Instagram TV series in partnership with Family Equality, a non-profit that’s dedicated to advancing equality for LGBTQ+ families. The brand will donate $1 for every family photo that’s shared through the platform using the #BeautifuLGBTQ hashtag, up to $100,000.
Image Credit: Pantene