This was my first campaign in China and it remains close to my heart. For SK-II, I led strategy and research, uncovering the cultural stigma of Sheng Nu (“leftover women”) as the barrier holding young women back. We turned this into the foundation of #ChangeDestiny, reclaiming the term and giving a voice to women under pressure to marry. The campaign – centered on a takeover of Shanghai’s Marriage Market – sparked national conversation, doubled sales, won over 40 international awards including Cannes Glass and WARC Grand Prix, and most importantly, gave women hope and recognition.