P&G is kicking off Women’s History Month by highlighting gender equality.

P&G is kicking off Women’s History Month by highlighting gender equality. A new video ad from the brand shows a father changing a diaper, a grandmother bungee-jumping, and little girls working on a science experiment, among other typically-gendered scenarios, and ends with the message #WeSeeEqual. According to the brand, taking a stand wasn’t an option: “We see it as a responsibility for us to use [our] voice to reach out and tackle some of these issues that we face today.” And young consumers agree: our recent survey found that 70% of 13-34-year-olds think brands play a significant role in social good/charity work. (Refinery29)