#LikeaGirl
Procter & Gamble
Issue 32 | September 2014
Agency
Leo Burnett Chicago, Toronto, London/Holler
Creative Team
Chief Creative Officer Judy John Creative Directors Judy John Becky Swanson Digital Creative Director Milos Obradovic Copywriter AJ Hassan Angel Capobianco Art Directors Hmi Hmi Gibbs Nick Bygraves
Production Team
SVP Executive Producer David Moore Agency Producer/ SVP Group Executive Producer Veronica Paul Senior Producer Adine Becker Director Lauren Greenfield Post Production & City Cutters/ Chicago, IL Production Co & City Chelsea Films/ Los Angeles, CA
Other Credits
Account Lead Annette Sally Account Management Heidi Philip Gaia Gilardini Sandy Kolkey Lisa Bamber Shaina Holtz Matteo Carcassola Brand Planners Karuna Rawal Anna Coscia Rachel Darville Digital Planner Laura Jones
Date
June 2014
Background
For over 30 years, Always had been helping girls through the difficult years of puberty, reaching between 17 and 20 million girls globally every year.
New research found the start of puberty and their first period marked the lowest moments in confidence for girls.
At this time, harmful words could add to that drop in confidence.
Always wanted to combat this and help teenage girls feel more confident in themselves.
Idea
The intention of film-maker Lauren Greenfield's documentary was to flip the negative connotations of insults like "You run like a girl" or "you throw like a girl" to positive statements so that the phrase "like a girl" would mean downright amazing.
In the film, girls of different ages were asked to throw, run or fight "like a girl".
'Like a Girl' was a social experiment. People were asked to 'run like a girl'.
Young girls between five and 13 were able to hurl, sprint and launch fearless karate kicks.
Older girls fulfilled the negative stereotypes. A 20 year-old marathon runner flailed her legs and mockingly worried about her hair when asked to 'run like a girl' and a toned 19 year- old flapped her hands pathetically when asked to 'fight like a girl'.
The experiment showed how girls succumbed to the stereotypes and encouraged them to be true to themselves.
The campaign invited girls and women to join the movement and share the things they did at #LikeAGirl by tweeting, taking pictures, making videos or sending each other messages.
Results
The video has had over 47 million views on YouTube.
Our Thoughts
Always is a brand of feminine hygiene products. There is quite a science to making these products so they are comfortable, absorbent and appropriate. But today, if brands talk about their product attributes, they get blanked. No- one wants to talk about staying fresh and staying dry. They really don’t.
So if the brand is to be relevant it needs to show its core consumers that it understands who they are and what they are about. This campaign does that brilliantly. There is a real insight here, that girls become more girly as a result of peer pressure rather than anything else.
The core communication here is about confidence. If Always can help you feel more confident about yourself, you are going to feel pretty confident the product also delivers.
This is a classic case study of how to do branded content properly.