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Baileys

Sisterhood

With the one child policy, modern Chinese women rely on their best friend to play the role of a sister, looking to them as a source of encouragement and support as they balance the demands of career and family. This simple yet telling insight was the idea that sparked the Bailey’s Sisterhood Campaign – a digital campaign where Chinese women were invited to celebrate the contributions that their best friends – or rather their `sisters’ – have made on their lives.

Hosted on Weibo, the campaign centered on three impactful films, each featuring driven and influential pairs of ‘sisters’, including the celebrity Zhu Dan and her manager Jia Qi, as well as renowned jewelry designers and entrepreneurs, Ula and Sava. After being inspired by theses powerful films, viewers where invited to upload their own stories that celebrate their special ‘sister.’