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Always Supports Williams Sisters to empower women, young girls

By Seyi Ogunbameru
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Lagos, Nigeria, 30 October, 2012: Always, a brand of Procter & Gamble Nigeria, is supporting the visiting Williams Sisters to empower women and young girls to believe in themselves in a bid to achieve their full potential in life.

The Williams sisters: Venus and Serena are international tennis stars who arrived Lagos yesterday as part of the African 'Breaking the Mould' tour; a programme that aims to empower women and young girls to believe in themselves and achieve their full potential. Serena and Venus Williams embody the meaning of “Mould Breakers” as the story of their lives exemplifies how determination, passion, hard work and self-belief can turn dreams into reality.

On 1 November 2012, the duo will partner with feminine hygiene brand Always for a joint girls empowerment event at the Government Secondary School in Osborne, Ikoyi. Together, Always and the Williams sisters aim to empower girls and inspire them to live their life to the fullest by: stressing the idea of sisterhood and that girls teaming up and supporting each other may achieve great things; teaching young girls the value of hard work, passion, determination and self-belief and leading by best example that neither colour or gender shall be reason enough to hold girls back and keep them from wanting the best in life and succeed.

Venus and Serena Williams will provide the school girls with a once-in-a-lifetime opportunity to not only meet their idols but also be inspired and empowered by them. The William sisters will attend an Always puberty education class and talk to the girls before performing with the schoolgirls the Always song “Little Big Steps” to empower them through a shared singing and dancing experience.

“Always' strong brand awareness and established social media footprint [] will help to globally drive awareness for 'Breaking The Mould' and the message of girls' empowerment”, says Temitope Iluyemi, P&G Communications Leader. “We are proud to welcome Venus and Serena in Lagos. They are powerful role models for all girls and women who know what it takes to achieve their dreams. I have no doubt that each girl who meets Venus and Serena will come out feeling unstoppable”.

As role 'Mould Breakers' and 'Champions of change' themselves, having weathered the unfavourable side of life to become global stars, this visit by Serena and Venus represents a significant effort that could help break the mould, misconceptions and stereotypes that have dogged women and girls in Nigeria. By narrating how the sisters have walked the tough path of life to stardom, their story will inspire many who are already downcast because of the challenges they face.

Their visit will also help raise awareness of the Always School Care Programme that has helped empower millions of girls in Nigeria and across the globe by educating them on proper feminine hygiene and puberty over the last 12 years. Last year alone, the programme positively impacted 1.5 million girls across Africa.

The superstar sisters will be in the country between Tuesday 30 October to Friday 2 November 2012 during which they will be involved in talk sessions to motivate and inspire women. The pair will wrap up their visit with an exhibition match against each other.