Girl Power: P&G Hits Another Home Run with Always Campaign


Gender bias and societal expectations are skillfully addressed in Procter & Gamble’s latest stereotype-squashing video, “Like a Girl,” for its Always brand of feminine products. 

At the heart of the video by Lauren Greenfield is the question, “When did doing something ‘like a girl’ become an insult?”

The Always campaign, which focuses on girls going through puberty, commissioned research that found that “half of girls report a drop in confidence after their first period.” “We felt strongly we needed to do something about it,” Always Brand Director, Amanda Hill, told Ad Age.[more]

The research found that:

Lowest confidence moments for girls is when puberty started and their first period, closely followed by starting middle and junior high school.

Only 19 percent of girls have a positive association toward the phrase “like a girl.”

More than half (57 percent) of females think there should be a movement to change the negative perception of the phrase “like a girl.”

“Really the goal is to turn the phrase ‘like a girl’ from being an insult to being a real compliment and boost to self-confidence. We’re hoping we can really start a movement,” said Hill, citing the recent viral success of HelloFlo as a clear sign that “the category is one that’s worth talking about.” 

“I am proud of the Always commitment to help girls build their confidence at puberty and beyond, especially as a father of three young girls,” said Edgar Sandoval, VP Global Feminine Care, Procter & Gamble, in a press release. “I’m touched by our new #LikeAGirl campaign, because every girl is capable of greatness and we must continue to empower them to grow into strong, amazing women tomorrow.”

The Always campaign follows up P&G’s Pantene brand’s own effort to boost women’s perception of themselves. “Not Sorry,” the latest video installment in the brand’s Shine Strong campaign, tells women to stop apologizing. 

“We believe the message of the ‘Not Sorry’ video will resonate with women, encouraging them to be more aware of this diminishing behavior and, in turn, prevent any bias they may be unconsciously creating,” Colleen Jay, president of P&G Global hair care and color, told Refinery29

• Connect with Sheila on Twitter: @srshayon


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