Sesame Workshop, P&G Champion Gender Equality with New Initiative

Sesame Workshop and Procter & Gamble (P&G) are collaborating on a new public advocacy campaign to address gender stereotypes and social norms that prevent girls from accessing education and following their dreams.

P&G and Sesame Workshop’s new advocacy video premiered at the Global Citizen: Movement Makers Summit and features Sesame Street Muppets and children from around the world. The video promotes the value of education and career opportunities for girls and will run on digital, social and broadcast platforms worldwide. P&G is also sponsoring new Sesame programming featuring Chamki, a 5-year-old female Muppet from Galli Galli Sim Sim, the Indian version of Sesame Street.

The Growing Up Chamki series will explore issues of gender equity in child-relevant ways, with girls and boys role-playing different careers and family roles. The program aims to teach both girls and boys that they can aspire to be anything they want. The new content will be made available to Sesame Street co-productions around the world.

“Sesame and P&G have a shared commitment to eliminating gender-biased barriers to education for girls,” said Carolyn Tastad, P&G’s group president for North America. “Sesame has a long history of promoting gender equality and diversity through its programming, and the impact their content has on social norms and attitudes is undeniable. We are proud to work with Sesame to spark conversations that can motivate change. We want to set a new expectation that values girls’ education so that boys and girls can reach their full potential.”

“Gender equity is a core element of Sesame Workshop’s global productions,” said Sherrie Westin, the executive VP for global impact at Sesame Workshop. “Our international girl Muppets are powerful role models for young girls, helping them envision possibilities they may not have dreamed possible, and, of equal importance, modeling for boys the importance of girls going to school—planting the seeds for societal change. We’re thrilled to build on our long-time partnership with P&G to advance our shared commitment to investing in girls and helping all children dream big.”