“Meet Me Halfway”, the latest installment of lotion brand SK-II’s #changedestiny campaign, is a somber look at a serious problem Chinese women are faced with. The campaign’s film, by Forsman & Bodenfors, addresses the notions of independence, empowerment of women, compromise, understanding and bravery as 3 Chinese women tearfully open up about the burden their parents put on them to marry.

Theda Braddock

Journalist and PR professional for creative agencies

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