Always Like a Girl

Procter & Gamble’s Always feminine hygiene brand is running #LikeAGirl, an online campaign challenging damaging stereotypes often applied to adolescent girls. The campaign suggests that using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence. P&G hopes to use the #LikeaGirl hashtag as a positive tribute to the power of women, so that running like a girl or throwing like a girl is seen as a compliment.

Always Like A Girl

The #LikeAGirl social experiment recruited real women, men and pre-pubescent girls and asked them to show our cameras what it physically meant to run like a girl, throw like a girl and other similar actions. The young, pre-pubescent girls performed these actions confidently and proudly; older women and men performed these actions in a self–deprecating and frivolous manner. It became clear that at a certain point in life, women begin to internalize the negative connotations of assertions that she does things “like a girl”.

“In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand,” said Lauren Greenfield, filmmaker and director of the #LikeAGirl video. “When the words ‘like a girl’ are used to mean something bad, it is profoundly disempowering. I am proud to partner with Always to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine ‘like a girl’ into a positive affirmation.”

See the video featuring director Lauren Greenfield…

The #LikeAGirl campaign is centred on a microsite, Twitter and Facebook campaign. Women are invited to post pics and posts reflecting on the strengths of living #likeagirl.

Always Like A Girl
Always Like A Girl Site
Always Empowering Women Everywhere
Always Like A Girl Social Experiment
Always Facebook Page

Always Like A Girl Credits

The Like A Girl campaign was developed at Leo Burnett Chicago, Leo Burnett London and Leo Burnett Toronto, by executive creative directors Judy John (Toronto), executive creative director Becky Swanson (Chicago), creative director AJ Hassan, copywriter Angel Capobianco, art directors Hmi Hmi Gibbs and Nick Bygraves, producer Veronica Puc, executive producer David Moore and senior producer Adine Becker.

Filming was shot by director Lauren Greenfield via Chelsea Pictures with director of photography David Morrison.

Editor was Kathryn Hempel at Cutters with assistant editor Dana Katz and producer Patrick Casey.

PR was handled by Starcom MediaVest Group and MSL Group.