Always Aims to Change Perceptions

The phrase ‘like a girl’ should never be used as an insult, but in today’s society it is too often used negatively – to run, act, fight or swim ‘like a girl’ seems to actually mean something along the lines of to ‘run ridiculously’, to ‘act annoyingly’, to ‘fight feebly’ or to ‘swim slowly’.  

However, a new campaign created by Leo Burnett Chicago for P&G’s Always brand aims to challenge these common perceptions and make the comment mean something more positive.

An online video from filmmaker Lauren Greenfield shows men and women being asked to describe what they think the phrase means and to act in that way. The reaction from women and men is worrying – they are seen flipping their hair around, giggling and throwing their arms in the air. In contrast, the young girls act athletic and determined, demonstrating that they believe in themselves.

At the end of the film, some participants look back on their actions with regret. They realise that young girls should feel proud of their gender. One woman ends the video with the moving statement: “Why can’t ‘run like a girl’ mean ‘win the race’?”

Check out the video (above) or use the hashtag #LikeAGirl to get involved in conversation around the campaign.