Always Asks Followers to Help Redefine the Phrase ‘Like a Girl’

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By Patrick Coffee Comment

Sheryl Sandberg’s “Ban Bossy” campaign got a lot of media attention earlier this year, but its real-world effects felt limited. A study by online community SheSpeaks seemed to contradict some of the main points of the campaign: its participants said that they felt a perception of “bossiness” could be just as damaging to a man’s career as a woman’s.

Now Always, ad agency Leo Burnett, PR AOR MSL Group and documentary director Lauren Greenfield (“Queen of Versailles”) have teamed up to offer a different take on hurtful phrases and what they mean to young women. This spot launched today:

Like most recent campaigns, this one is very much multi-media. It started with a unsurprising survey:

  • 56% of young women experience a drop in confidence at puberty
  • Most see “like a girl” as a derogatory phrase

Always is using its social platforms to spread the campaign’s influence via user-generated content, encouraging followers to share pics and videos to illustrate their takes on what “like a girl” really means. Will it be more influential than “Ban Bossy?”

This spot may not include a guest appearance by Beyonce, but based on all the recent reports about the power of social influencers, we’re optimistic.

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