Procter & Gamble’s Always brand just released a video from their new #LikeAGirl campaign. The campaign, from ad agency Leo Burnett hopes to forever change the negative connotation underlying the “like a girl” phrase that is meant as an insult.
When did the phrase ‘like a girl’ become so negative?
Regardless of gender, watching the video does makes you take a step back and reflect on the times you might have used the phrase as an insult. Always did a great job at connecting with their core audience with an issue that is not only important but meaningful as well.
Through this campaign, Always elevates the confidence of young girls who will in turn develop an emotional connection with the brand every time they encounter the “like a girl” situation. This is a win-win situation for girls worldwide and the brand as well.
Campaign Q & A from the Ad Agency’s website
How did you discover this unique tension point in the perception of doing something #LikeAGirl?
JJ: ‘Half of girls lose their confidence during puberty’ is such a powerful fact. In our efforts to bring Rewrite the Rules, our new platform for Always to life, we wanted our first act to address the things that contribute to the drop of confidence in girls. Amongst all the work from the Chicago, London and Toronto team, there was one that simply said, ‘Let’s change the meaning of Like A Girl’. We all felt it in the room. That was it.
BS: The phrase has become so ubiquitous, you have to stop and say “Hey, wait – was that an insult?” And then in true Baader-Meinhof form, you start hearing it everywhere. People say it without thinking and that’s what we’re trying change. It’s not always a pointed insult – but an unthinking pattern of behavior that people don’t even realize is destructive to girls.
How did you go about capturing this tension on film?
JJ: It starts with getting a great director and then asking meaningful questions. Like all social experiments, you go in with a hypothesis of the responses you’ll get, but the responses we got were so much more personal and revealing than we had imagined.
BS: That’s the genius of Lauren Greenfield—her ability to make people so comfortable that they reveal their deepest thoughts and beliefs. She pulled it right out of them.
Why did you choose documentarian Lauren Greenfield to help tell this story?
JJ: We looked at a lot of directors but in the end, we all felt there was only one director who was perfect, Lauren. Her previous work showed her deep understanding of girls and women, and also how she could find the honesty on each issue.
BS: She’s been on our radar forever; we have all these female brands and understanding teen girls is her life work. We first worked with Lauren ten years ago – on a series of print ads for P&G’s Being Girl – and won a Gold Lion at Cannes. There was no second choice.
Can you describe a defining #LikeAGirl moment that you experienced while growing up?
JJ: I can’t think of one defining moment. It’s really been a series of moments where you say I’m going to do it the only way I know how and I’m going to do it unapologetically.
BS: I was the first girl in the history of my high school to run for Student Council President; lots of people were quite indignant. It was fine to aspire to vice president, but no higher. Well, I won… and it completely paved the way for other girls to demonstrate self confidence without ridicule.
How does this campaign define what it means to be #LikeAGirl?
JJ: This campaign is more about redefining what it means and rallying people behind that.
BS: A girl can do anything she wants. Proudly. Enthusiastically. Without apology.
What do you hope this campaign will bring to light in the minds of young girls?
JJ: I hope this campaign makes girls feel awesome about being a girl and doing things like a girl. I hope they feel that they are part of a sisterhood that supports and encourages them to go be great.
BS: Young girls already believe they’re capable of doing anything – we certainly don’t want to change them. We want to change the society they are growing up in so they don’t suffer the crisis of confidence during puberty that affects girls twice as much as boys.
How can girls get involved with Always #LikeaGirl?
JJ: Start using #LIKEAGIRL in a positive way. Be a role model.
BS: Through social media. They can start by tweeting the amazing things they do #likeagirl! It will be fun to turn that hashtag on its head!
– See more at: http://www.leoburnett.com/articles/work/what-it-means-to-be-likeagirl/#sthash.t53dJqx8.dpuf