SINGAPORE: Half the world’s women have given up on their dreams and are unsatisfied with their lives – this startling human insight inspired SK-II to create its powerful Dream AgainSK-II#changedestinyfilm which deeply resonated with women in Asia.
The four-and-a-half minute film features interviews with an ‘adult expert’ and real women who confess they have given up their childhood dreams because of societal pressures and personal limitations.
At the end of the experiment, the ‘adult expert’ is revealed to be a cover for young girls hidden behind cameras. The women become emotional when these children, who are still full of dreams, encourage them to dare to dream again.
The Dream Again | SK-II #changedestiny film was based on findings from the Global Dreams Index Survey1 which shed light on the alarming fact that half of the world’s women have given up on their dreams and are unsatisfied with their lives.
This is more pronounced among women in Asia with Japan (81%) followed by Korea (67%) having the highest number of women who revealed they had stopped pursuing their dreams.
The key barriers to achieving one’s dreams include not fitting into the traditional definition of success, fear of going out of one’s comfort zone and limited financial support.
Top social trending topic within 24 hours
To debut the film, in a series of larger-than-life events held simultaneously across ten cities globally, children partnered with celebrities and personalities to encourage adults to dream again.
Within hours, conversations around Dream Again and Change Destiny emerged as top trending topics on some of the biggest social media networks across Asia:
Comments on the film:
“I was really inspired that even small kids are braver than us. Chasing our dreams could be the ultimate way to take hold of our destinies.” – Xiao Mao, Makeup Artist
“As someone who’s nearing my 30s, I still have dreams and I want to let those in their 40s know that they should still have dreams too. Follow your heart and live without regrets!” – Netizen
“It’s just an advert but I’m crying” – Netizen
“I can’t help but feel sentimental after watching this film” – Netizen
“Crying What a touching film” – Netizen
“If you are feeling lost and confused about your future, you can learn from these children, simple and pure dreams are what the world needs.”- YouTuber Miss Sue Chang
“I never thought this would come from SK-II, such a fresh campaign!” – Netizen
“A lil girl dreamed to be radio announcer, it reminds me of my childhood dream!” – Dewi Lestari, Writer and Singer
What I just saw was heartwarming and it reminds me to never back down on my dreams, chase it, feed your soul – Taro Basro, Actress
#changedestiny is the latest installment in the brand’s #changedestiny campaign, empowering women to take control of their future and achieve their aspirations.