Skincare manufacturer’s documentary film backs single Chinese women
In China, many young women can be put under a large amount of pressure to marry, putting strain on their relationship with their family.
In East Asian skincare brand SK-II’s short documentary ‘Meet Me Halfway’, released yesterday, the company demonstrates its continuing support of young Chinese women facing up to long-standing expectations.
In the 4:36 video, created by Forsman & Bodenfors Singapore, we follow the fortunes of three women who have previously resisted going home to their parents, making the choice to reach out. “A majority of single Chinese women hesitate to go home for Chinese New Year”, states the video.
Their aim is to “celebrate courageous women” taking the first step, expressing their concerns to more conservative family members and asking for their understanding.
The title is used both literally and metaphorically - with the women in question meeting their families in a geographical halfway point for emotional reunions.
SK-II’s worldwide #changedestiny campaign, of which this video is part, hopes to tackle different forms of gender discrimination, and champion women. In the past it has created a video about so-called “leftover women”, those who are over the age of 25 and unmarried.