Monday, June 30, 2014

#LikeAGirl rewrites the rules


Somewhere along the way, doing something "like a girl" became a bad thing, resulting in a drop in confidence around puberty for girls all over the world.

That's why Always, the Procter & Gamble feminine hygiene brand, partnered with ad agency Leo Burnett and award-winning documentarian Lauren Greenfield to fight against the female stereotype.

The touching ad, a social experiment of sorts, shows how gender-role stereotypes affect young women. When asked by Greenfield to run, throw or fight "like a girl", they do it in an overly weak and flouncy manner, acting out the harmful stigma that so impacts their self-confidence. 

When pre-teen girls with no preconceived notions about gender-roles are asked the same thing, the results are very different entirely. They ran, threw and fought like winners. To these young girls, doing something like a girl was not an insult.

The campaign illustrates clearly how a girl's sense of self suffers because of the negative connotation. To flip the script, Always aims to redefine the phrase to reflect positivity and strength, and empower girls and women.
"Yes, I kick like a girl, and I swim like a girl, and I walk like a girl, and I wake up in the in the morning like a girl because I AM a girl. And that's not something that I should be ashamed of."
The new digital and social media campaign, which is every bit as great as Dove's #WeAreBeautiful experiment by Ogilvy and Mather, encourages girls to share pictures and videos of proud girl moments via its Facebook and Twitter feeds.

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