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With over 20 million views in one week, Always #LikeAGirl campaign is challenging what the ‘like a girl’ phrase means, and how young girls see themselves.


A powerful video, an intriguing concept, and an embarrassing realization for many. Feminine care brand Always is changing the way we use the phrase #LikeAGirl. The video showcases several young women, from pre-teens to young adults, in studio, in front of a panel of producers, and being asked to act out various actions – run, fight and throw – #LikeAGirl.

Inevitably, and unfortunately as you see from the video, the young adults play out the actions with over-exaggerated movements, pouty faces, and a lot of arm flailing. While the pre-teens perform just as they would out on the field, in the gym, or playing with their friends. They run across the set, and don’t ever second guess the assumption that performing an action #LikeAGirl has any meaning beyond doing it exactly as you normally would.

The video is quite inspiring, and as Skeleton Productions puts it in their posts about the Always #LikeAGirl campaign, in their Videos Worth Sharing list, “It’s an inspiring piece that really asks the question – when did ‘like a girl’ become a bad thing?”

Skeleton Productions also references the fact that this video and subsequent #LikeAGirl campaign is based on “a recent study that found more than half of the girls surveyed claimed to experience a drop in confidence at puberty.” So the message is clear. There seems to be this underlying message in society, even today in the 21st century, that girls are fundamentally different than boys. And while our genders do have their uniqueness, so do humans in general. Being of a certain gender does not define us. Nor does it dictate what we can or cannot do, or even how we do certain things.

This video and overall campaign is meant to empower young women. And get them thinking about the ways we might limit ourselves based on these views in society, that after we take a second to think about they do seem quite silly. Always #LikeAGirl video is a great piece of branded marketing, but above that it is a great video with a solid concept and a clear message. Their competitors better watch out!

If you haven’t already seen it take a look at the video below.

And here is just a bit about how the campaign is kicking off:

Using #LikeAGirl as an insult is a hard knock against any adolescent girl. 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.

We’re kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing.



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