Secret has launched it’s #RaiseItUp campaign to help women impacted by the COVID-19 pandemic.
As part of it’s pledge to donate an additional $1 million in support of equality programs, the brand is taking immediate action in partnership with YWCA USA to establish a “Secret Missions” fund that will provide direct assistance to women. These funds will focus on childcare, career development and other key areas that make a difference in the lives of women and their families.
“The COVID-19 pandemic has disproportionately affected women and even further increased inequalities in opportunities and income for multicultural women,” said Freddy Bharucha, Senior VP.
According to McKinsey & Company’s Women in the Workplace 2020 study, women—especially Black women and women of color—are more likely to have been laid off or furloughed during the COVID-19 crisis. In fact, the Department of Labor stated that out of the 700,000+ jobs that were eliminated in the first wave of pandemic layoffs, nearly 60 percent were held by women. Similarly, one in three mothers has considered leaving the workforce or downshifting her career since the pandemic, with household responsibilities, childcare and home-schooling listed as top contributing factors.