Hasta La Motion!

Procter & Gamble has released “Always Like A Girl Stronger Together”, a sequel to the 2014 “#likeagirl” campaign, timed to coincide with International Women’s Day on 8 March. The Always commercial celebrates a range of female achievements, including that of Olympic ice hockey star Hilary Knight, who broke gender barriers in the sport allowing her to compete against top male athletes from around the world. r mission to build girls’ confidence at puberty and make the phrase #LikeAGirl mean amazing things. The video encourages females across the globe to come together and show all the awesome things they do “like a girl.”

“The outpouring of support for the Always #LikeAGirl campaign after the Super Bowl and over the past nine months is helping change the phrase ‘like a girl’ to mean amazing things and we would like to thank everyone who has joined us in this journey,” said Fama Francisco, Vice President, Global Always. “The theme of this year’s International Women’s Day is ‘Make It Happen’ and that’s exactly what girls are doing by rewriting the meaning of #LikeAGirl. The new ‘Always #LikeAGirl – Stronger Together’ video celebrates amazing young girls around the globe and encourages everyone to continue the movement every day and everywhere, because together, we’re making #LikeAGirl mean amazing things.”

The Always #LikeAGirl campaign launched in June 2014, revealed the power of words and how girls’ confidence can plummet at puberty. The #LikeAGirl viral video has been viewed more than 85 million times in 150 countries and shared by more than 1.5 million people around the world. The campaign has demonstrated the profound effect the phrase “like a girl” can have on girls’ self-confidence and inspired a movement which is starting to change public perception. After seeing the #LikeAGirl video, most people (76 percent of women ages 16 to 24 and 59 percent of men) said the video changed their perception of the phrase “like a girl,” according to an Always Puberty & Confidence Wave II Study, conducted pre-Super Bowl. Also, 8 out of 10 women (81 percent) say the video can change the way people think of the stereotypes surrounding women’s physical abilities, according to the Always survey.

“Being a female athlete, I’ve always been sensitive to the phrase ‘Like a Girl,’ especially when I was growing up and was told I couldn’t play with the boys,” said star hockey player Hilary Knight. “Today, that’s exactly what I’m doing – playing hockey with some of the best male hockey players in the world. Girls are breaking barriers and boundaries every day in everything from sports and science to business and the creative arts. Together with Always, I want to inspire girls to be confident and strong, and feel proud when they do something #LikeAGirl.”

Credits

The Always Like A Girl Stronger Together ad was developed at Leo Burnett London, Leo Burnett Chicago and Leo Burnett Toronto.