Always #LikeAGirl

Leo Burnett London / Proctor & Gamble / Always


Procter & Gamble’s Always feminine-hygiene brand has long had ‘confidence’ at its core, but expressed this in only functional terms. It needed to extend this into emotional territory to remain relevant to its key target audience of younger women.

Research showed that many girls suffer a crisis of confidence during puberty, and that gender stereotyping through language has a big impact. Always zeroed in on the way in which the phrase ‘like a girl’ is widely seen as an insult, implying that whatever a girl does is not good enough.

As a result, the brand ran a social-media campaign to challenge the phrase’s use as a damaging expression and create a cultural change, redefining ‘like a girl’ in an inspiring way.

It created a video campaign showing real people being told to do things ‘like a girl’, with YouTube as the main vehicle. The hashtag #LikeAGirl was a call to action, asking women to tweet the amazing things they do. A #LikeAGirl page, hosted on, served as a campaign hub.

Across the world, millions of people, including feminist writer and activist Gloria Steinem and actor and human-rights activist George Takei, joined Always in its mission to turn ‘like a girl’ into a positive statement and a symbol of female empowerment.

Purchase intent and brand preference increased significantly as a result of the campaign, and ‘like a girl’ has since been attached to overwhelmingly positive sentiment. 

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