Procter & Gamble’s feminine care brand, Always, launched a campaign by Leo Burnett last June to show how the phrase, “like a girl”, was being used as a put down and to point out how that can undermine girls’ self-confidence.
According to P&G, the film has been viewed more than 85 million times in 150 countries. It has had 56,103,900 views to date on YouTube. A 60 second version ran during the Super Bowl…
…shortly after P&G conducted a study called, Always Puberty & Confidence Wave II Study. According to the study, 76% of women and 59% of men aged 16-24 said that the video changed their perception of the phrase, “like a girl.”
And 81% of women said the video can change the way people think about the stereotypes surrounding women’s physical abilities.
So P&G asked Leo Burnett to create a follow up campaign for International Women’s Day on March 8 2015.
“The theme of this year’s International Women’s Day is Make It Happen, and that’s exactly what girls are doing by rewriting the meaning of #LikeAGirl,” Fama Francisco, Always global vice president, stated.
It’s a montage of girls throughout the world achieving their remarkable physical (and mental) feats, “like a girl”. Like a Girl – Stronger Together is an anthem ad with the power of awe behind it. Its older sister’s power of shock is a stronger force, but this ad had to happen. Always can’t let women remain stuck inside the problem.
“It encourages everyone to continue the movement every day and everywhere, because together, we’re making #LikeAGirl mean amazing things,” Francisco added.
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