Underarm shaming among Filipinas was such a widespread problem in the Philippines that they even had a name for it – “kili-kili shaming”.
Victims were subjected to abuse and personal attacks, their armpits criticized for being “dark”, “dirty” and “disgusting”.
A recent study in the Philippines showed that 8 in 10 women would not raise their arms in public due to “kili-kili” anxiety.
During International Women’s Month, Dove mounted the “Raise Your Arms” campaign to empower Filipinas by reminding them of how women made an impact in their communities by raising their arms for change.
