MODULE 4 – Learning Activity
At the end of this module you are expected to write TWO (2) CASE STUDY
ANALYSES, and present your views on the current situations in local community and global
circumstances the Filipinos face on the issues of gender stereotyping and gender inequality
INSTRUCTIONS: Read the Case study Analysis template for reference.
Case Study Analysis Template
A case study analysis requires you to investigate a problem, examine the probable
solutions, and propose the most effective solution using supporting evidence. Once you have
gathered the necessary information, a draft of your analysis should include these sections:
Introduction
Identify the key problems or issues of the case study after you have read and examined the
case thoroughly. Highlight relevant facts and outline the key problems.
Analysis
After you have identified the key issues or problems, focus your analysis on these; Why do
the problems exist?, How do these problems impact the Filipino youth and society?, Who is
responsible for these problems?
Proposed Solution
Provide one specific and realistic solution. Explain why this solution was chosen, and
support this solution with solid evidence, concepts on reproductive health, and relevant legal
bases of GAD implementation from the previous modules’ lecture notes and discussions.
Recommendations
Determine and discuss specific strategies for accomplishing the proposed solution. If
applicable, recommend further action to resolve some of the issues. What should be done and
who should do it?
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Case Study 1 – P ante ne P hilippines “L abels Against Wome n”
Source: Pantene Philippines “Labels Against Women” Case Study (Organ,2020). Retrieved from
https://causemarketing.com/case-study/pantene-philippines-labels-women-case-study/
The Philippines Pantene “Labels Against Women” video ad was released globally in
an online media campaign after it went viral. It was initially posted online and shown on
Philippines TV twice, but received a majority of its YouTube views after Sandberg posted the
video on her Facebook page.
Sheryl Sandberg, a celebrity in the tech world, Facebook COO and bestselling author claimed
the video was “one of the most powerful videos” she had ever seen.
The ad highlights the double standard between how women and men are perceived in
the workplace. Using a cover of the Tears for Fears song “Mad World”, the ad spotlights a
series of professional situations, showing how a man’s behavior is perceived positively, while
the same behavior exhibited by a woman is often perceived negatively.
To some, Pantene’s ‘Labels Against Women’ ad exposes a gender bias double-
standard. Men and women are shown exhibiting the same behaviors but are labeled
differently. Although, Pantene sales had declined for the 18 months preceding the launch of
the Labels Against Women digital ad. By 8 weeks after launch, Pantene’s value shares grew
by 3%. Brand equity also increased by 90% on customers “more likely to buy” and 83% “love
the brand more.”
Pantene’s Labels Against Women commercial ends with the hashtag #WhipIt. That
was followed by webisodes featuring high-profile women talking about gender bias, as well as
a new set of videos featuring female celebrities coming forward to face the labels against
them. A digital ad was bolstered by online content and a social media partnership with
Rappler (a social news network), hosted a series of stories and conversations aimed to “shine
boldly beyond labels and stereotypes” and to “highlight that prejudice is not a one-sided thing.
It’s not man vs. woman. It’s us vs. gender bias.”
According to Pepe Torres, Country Marketing Manager, P&G Philippines, “Pantene has
been struggling to maintain its emotional relevance with target consumers for the past few
years. So, with this experimental campaign, we set out to start a conversation that would truly
resonate with her. “If we had launched this in the Philippines 10 years ago, it would’ve stayed
in the Philippines. But because we used YouTube, our message became a global message,
and it went far beyond our expectations.”
A company research was conducted which stated that 70% of men actually think that
women need to downplay their personality to be accepted. Even more, 58% of women
surprisingly agree to this fact. Then, this became the foundation of the campaign to highlight
the gender biases and double standards that still exist toda
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Case Study 2 – Life as a Gay man in Resettlement Site
Source: Life as a Gay man in Resettlement (Oxfam Philippines,2020). Retrieved from
https://philippines.oxfam.org/life-gay-man-resettlement-site
As LGBT persons, all we are asking for is equal treatment
– that we have access to goods and services which the
majority enjoys. - Arturo Golong
Note: Arturo shared his story to the Humanitarian Country Team and the Philippine
INGO Network in August 2016. In June 2016, Oxfam and the University of the Philippines
- Tacloban organised one of the biggest gatherings among LGBT persons and sexual
orientation and gender identity and expression (SOGIE) rights advocates dubbed as
“Boses Bahaghari.” This forum highlighted the challenges which LGBT persons
experienced in the aftermath of Haiyan. It also saw the participation of government
officials.
My name is Arturo Golong. I was born in Tacloban. My father is a fisherman, who used to
rent boats to fish, My mother is a housewife. I am the seventh of 10 siblings. Among us, it was
me who worked to bring food on the table. I have been working since I was nine years old,
which is why I was not able to finish even elementary. I sold kangkong to households raising
pigs in their backyards. I also became a household worker for another family. At that time, I
was enrolled in a class on hair-dressing as well.
After finishing the course, I became a beautician.
Ever since I was a child, I have been experiencing different forms of discrimination. As a
son, my father was not very accepting of me but because I provided for them, I did not
experience violence in the same way other children did. My father appreciated what I was
doing for the family. It was a different scenario in school and outside the comforts of my own
home. There were no blood relations that could protect me. One teacher punished me
because I was noisy. For my teacher, being noisy equated to being gay and vice versa. I may
have been noisy but I was not the only one. This also happened at a time when people were
not as tolerant of LGBT persons. So, among the noisy students, my teacher picked me and
asked me to stay under the sun near the flagpole for more than an hour. My schoolmates
taunted me.
Some of them event hurt me while others just watched.
Life before Super Typhoon Haiyan, or Yolanda as it’s locally known, was relatively fine
because I was earning enough as a beautician. My parents and some siblings were
dependent on me. I was also considered a community leader in the neighborhood. After
Haiyan, my life changed. We lost our home and everything in it. My siblings who had their own
families also lost their homes and other possessions. My sister-in-law who was pregnant also
died. Since I was the one staying with my parents, I had to build a makeshift house before we
were transferred to a transitional resettlement site. In that site, I was considered a leader. I was
usually the contact person of different organizations whenever they had projects for the
community. Despite being in this position, I still experienced different forms of discrimination.
In disaster risk reduction management practices, I noticed that rescuers put gays as
among the last to be rescued. Even in trainings for residents in transitional resettlement sites,
the gays were considered the laughing stock. But I and two other gay men really wanted to
learn precisely because we would like to rescue gays who might be in situations of crisis.
The trainers were mostly military personnel.
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In transitional resettlement sites, there are households which are headed by same-sex
couples. In the site where I live, there are two couples who fear that they might not get a slot
in the permanent resettlement site. One of the criteria to get a slot is to belong to a family. But
Philippine laws do not allow same-sex couples to get married and their children are usually
adopted.
There are members of the police force who are insensitive, if not abusive. When a friend was
accused of stealing somebody’s wallet while in a gathering and when we sought help from the
police to intervene, the police merely reinforced the accusation, saying that gays are thieves
anyway. Ther another incident when a middle-aged gay man was assaulted by younger boys.
The police just laughed at him when he reported the incident.
In terms of livelihood, some donors tend to promote gender stereotypes. When one
donor had a livelihood project on fish caging, they sought the men in transitional
resettlement sites. They never knocked on my door and the doors of other gay men who
were providing for their families.
Finally access to toilets and other water, sanitation and hygiene facilities is the most
complicated situation in transitional resettlement sites. Most gays and lesbians in the TRS do
not know anymore which one to use. When we go to the men’s toilet, people think that they
are there as peeping toms. But when we go to the women’s toilet, the other users become
scared. So in these situations, we try to go in groups or look for open spaces where there are
enough trees to cover us.
Despite these discriminatory practices, I think there has been progress since we started
talking about these issues in the communities. I and my fellow LGBT persons have been
invited in consultations including those related to the proposed Anti-Discrimination ordinance
of Tacloban. As LGBT persons, all we are asking for is equal treatment - that we have access
to goods and services which the majority enjoys.
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Case Study 1
P ante ne P hilippines “L abels Against Wome n”
INTRODUCTION
ANALYSIS
PROPOSED SOLUTION
RECOMMENDATION
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Case Study 2
Life as a Gay man in Resettlement Site
INTRODUCTION
ANALYSIS
PROPOSED SOLUTION
RECOMMENDATION
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