Award-winning filmmaker Lauren Greenfield, who directed the 2012 documentary, Queen of Versailles, teamed up with Always to illustrate the brand’s mission to empower females and attack what Always calls a “the self-esteem crisis” among young girls. Otherwise, we'll assume you're OK to continue. This leads to girls avoiding trying new things because they’re too afraid to fail. Over the years, as more and more feminine product brands have emerged, Always has remained a top provider since its introduction in 1983. A picture is worth a thousand words and Always wanted to empower girls to show that they can do anything. All of these ads have gone viral—an advertiser’s dream. A new video seeks to redefine the phrase “like a girl,” as something strong and powerful. You may want to look at their policies. Let’s keep her going #LikeAGirl! And as they’re pressured to conform to societal expectations, it’s no wonder that at puberty girls’ confidence plummets and half quit sports. Before you go, you should know: The site where you're going may have different privacy practices than P&G. Well, Always asked, and the answer was shocking: 72% of girls do feel society limits them. There has always been a negative connotation for the term “Like a Girl” and Always brand wants to change that. For a better experience on always.com, please enable JavaScript in your browser. By signing up you are agreeing to our, Pantone's Color of the Year Is a Comforting Start to 2020. Together Leo Burnett Chicago, Holler and Always scooped up a D&AD Black Pencil 2015 Award for their #LikeAGirl campaign. Do we limit girls and tell them what they should or shouldn’t be? After today, you’ll probably never use the phrase “like a girl” in a negative way—intentionally or not—again. It’s part of the larger #LikeAGirl campaign by Always, the feminine hygiene brand owned by Procter & Gamble. Always is an American brand of menstrual hygiene products, including maxi pads, ultra thin pads, pantyliners, disposable underwear for night-time wear, and vaginal wipes.A sister concern of Procter & Gamble, it was first introduced in the United States in test markets in the spring of 1983, then nationally in May 1984. And Pantene has done similar work, with a focus on dismantling gender stereotypes in the workplace. But the truth is, failing is a good thing! Read more about the campaign in this case study. It helps us learn, grow and ultimately build confidence. Join our mailing list to receive awards news, creative case studies, Playing princess, getting their nails done, dancing in bunny ears – is this a true representation of all the things that girls do? A new video seeks to redefine the phrase “like a girl,” as something strong and powerful. 7 out of 10 girls feel they don’t belong in sports. trends, insights and exclusive invitation to events. 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. Find Liners, Pads and Underwear for sensitive bladders at AlwaysDiscreet.com. Most brands have expressed eternal love for emojis in recent years, as they try to talk the talk of young people today. Since then, #LikeAGirl has gone from a simple phrase to a powerful and empowering movement. Always needed a way to appeal to a next generation of consumers in the face of growing competition from rivals that were gaining traction with Millennial girls via social media. We have placed cookies on your computer to help make this website better. The others soon realize their mistake. All Rights Reserved. Always wanted to show that doing things #LikeAGirl is amazing! The result is troubling. In 2014, Always launched a new leg of its epic battle to make sure that girls everywhere keep their confidence through puberty and beyond by tackling the societal limitations that stand in their way. Since then, #LikeAGirl has gone from a simple phrase to a powerful and empowering movement. Chăm sóc vệ sinh nữ giới là ngành hàng có mức độ quan tâm cao nhưng khác biệt thương hiệu khá thấp. The #LikeAGirl video could follow a similar path. Empowering Through EducationHelping Girls Across the World#EndPeriodPoverty. Learn about all of Always's sustainability efforts here >, Leaks can't stop you now! We won't share your information with other parties and won't spam your mailbox. Always wants to keep them playing #LikeAGirl and is inviting everybody to join in to rewrite the rules. "Like a Girl" appears to be a program that has both staying power and depth. We'll ask you to provide a few details about yourself, your current role and what you do. You can change your cookie settings at any time. The award-winning response was the Always #LikeAGirl campaign, that turned a phrase that had become an insult into an empowering message. The Always Like A Girl campaign set out to champion the girls who were the future of the brand. Here’s What to Know About the Choice, You Can Now Get a COVID-19 Vaccine in China, Sign up to receive the top stories you need to know now on politics, health and more, © 2020 TIME USA, LLC. Any personal info you provide on the other site will be managed by their privacy policy. Yet sports are exactly what help girls stay confident! Waving hands and flipping hair, the participants pretend to run “like a girl” and throw “like a girl.” Everyone—except, notably, the young girls—demonstrate that “just like a girl” is often perceived as an insult. Always’ mission is to empower girls everywhere by encouraging them to smash limitations and be Unstoppable #LikeAGirl. Người tiêu dùng lựa chọn phần nhiều vì lý do giá cả. Use of this site constitutes acceptance of our, This Ad Completely Redefines the Phrase "Like a Girl". That’s the question Always asked a few years ago when taking a critical look at how girls were portrayed in emojis. Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

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