SK-II’s Latest Video Campaign Makes A Big Touching Statement About Women And Family

In line with their ongoing #changedestiny philosophy, SK-II‘s latest short film follows the real-life stories of three young single women as they reach out to their estranged parents, who they have avoided because they can’t stand the questions and focus on marriage that comes with every family reunion.

This is not the first time that SK-II has tackled the thorny issue of the marriage pressure faced by women in Asia. Starting in 2016, SK-II has released touching films as part of the memorable #changedestiny campaign.

This year’s film is especially touching because it gives an equal amount of screen time to the parents. The film’s title, “Meet Me Halfway“, refers to the  level of communication, compromise and understanding needed to overcome the conflict between parent and child.

While this may not be an issue that we Malaysians experience to such an extreme as the women in China do, any woman can identify with the difficulties of confronting the stereotypes and expectations society has put up for us– especially when it involves others as close to our hearts as our parents.

“We want to tell women worldwide destiny can change when you have the courage to take the first step to meet halfway,” said Sandeep Seth, Global SK-II Vice President. “We hope the stories of these three brave women can inspire other women to take the first step, start a conversation with their families about marriage pressure and in the process, empower them to live life on their own terms and shape their own destinies.”

Watch the full video below:

And catch up on 2016’s award-winning “Marriage Market Takeover” and 2017’s “The Expiry Date” films!

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