Procter & Gamble’s feminine products brand Always recently launched a new campaign focused on changing the perception of what it means to do something “like a girl.” With more than 30 million views in less than two weeks, the thought-provoking ad engages viewers to think about the messages our society is sending young girls about what they can and can’t do.
Always asked teenage boys and girls to demonstrate what it meant to run, fight and throw “like a girl.” Their responses involved wimpy, flailing arm movements and silly, dumb facial expressions. However, when younger girls were asked to do the same motions, their movements epitomized strength and force. The conclusion Always drew from this experiment is that something happens to girls between childhood and adolescence in which they begin to understand the term “like a girl” as pejorative.
A recent article from Adweek states that the video was inspired by a recent study from Research Now that showed more than half of the girls surveyed claimed to experience a drop in confidence during puberty.
This ad speaks to Always’ brand mission. It wants to make sure girls all over the world keep their confidence throughout puberty and beyond by showing them that doing something “like a girl” is an amazing thing. Viewers are asked to share their accomplishments on Facebook and Twitter with the #likeagirl hashtag to join in the movement.
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