For Procter & Gamble France, the agency Liquid Thread (Starcom Group) sought the help of My Love Affair to recruit the new spokeswoman for the “Always – UNESCO” program. French singer Amel Bent was chosen three years in a row to help call attention to the program’s latest initiative, entitled “Je, Tu, Elles,”a battle cry to promote literacy empowerment among women and young girls in Senegal, and to sensitize the broader public to their plight.
