By The Malketeer
When a hundred women gathered in Singapore last week to watch The Final Copy of Ilon Specht, they weren’t just viewing a 17-minute documentary.
They were stepping into a living lesson about the power of self-belief, cross-industry solidarity and the courage to claim one’s own voice.
United Women Singapore, McCann Worldgroup and L’Oréal Paris had teamed up to bring the film to a closed-door audience – a mix of seasoned leaders and young women from United Women Singapore’s programmes.
The atmosphere was part screening, part inter-generational huddle: a safe space to reflect on how a four-word tagline written in 1971 still echoes in 2025.
A Deathbed Confession That Reframed Beauty
Directed by Ben Proudfoot, the Cannes Grand Prix-winning documentary reveals Ilon Specht not as a glossy advertising legend but as a fiery copywriter fighting for a woman’s perspective in a roomful of men.
Her insistence on writing from a woman’s point of view led to the now-iconic line “Because I’m Worth It,” which shifted how beauty was sold and how women were seen.
The film features Ilon on her deathbed alongside her stepdaughter Alison Case, reflecting on battles fought and victories won.
It is less about nostalgia than about the unfinished business of equality.
What This Means for Us
During the post-screening panel, Shilpa Sinha of McCann Asia Pacific framed it perfectly: Ilon didn’t just write the line; she lived it.
That challenge is as relevant in Kuala Lumpur or Kuching as it is in Singapore.
Malaysia has made visible progress on gender equality – from more women on boards to grassroots entrepreneurs in Penang’s digital hubs – but the structural gaps remain.
United Women Singapore’s Georgette Tan spoke of ensuring girls see their worth reflected in the options open to them.
For Malaysian readers, that hits home.
We have talent pipelines in tech, finance and the creative industries brimming with women, yet too few pathways into leadership.
The lesson: slogans are powerful, but structures must follow.
Brands as Catalysts, Not Bystanders
Juliana Goméz of L’Oréal Paris SAPMENA highlighted initiatives like the ‘Lessons of Worth’ film series and partnerships with grassroots organisations such as Dress for Success in Singapore.
Imagine similar collaborations here – between beauty brands and Malaysian NGOs fighting harassment, or between global agencies and local social enterprises training young women in digital skills.
These aren’t CSR side projects; they’re culture-shaping opportunities.
Valerie Madon, McCann’s Chief Creative Officer for Asia Pacific, added her own story: a sanitary-pad campaign line she wrote 15 years ago finally sounded “like it came from a woman,” the global CMO told her.
That single comment underscores why representation in creative rooms matters – not just in beauty but in finance, public policy and tech.
A Call to Action for Malaysian Marketers
What does this mean for Malaysia’s marketing community?
Because We’re Worth It Too
The Singapore screening was a reminder that a four-word line, written with conviction, can outlive its author and cross oceans.
For Malaysian women – whether in boardrooms, classrooms or creative departments – the message is clear: worth is not conferred; it is claimed.
And for Malaysian brands, agencies and media owners, the challenge is to back that claim with action.
Because we’re worth it too.
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