NJ talks about why the new Always campaign is not only inspiring, but important.
What does it mean to do something ‘Like a girl?’ – Great question. Often used as a line to belittle someone or suggest weakness and inferiority: “You throw like a girl”, “You run like a girl”. But is this about to change? Always (producer of ‘lady things’ – yes, tampons and sanitary towels) hope so – and have launched a new digital / social campaign, with backing from award-winning documentary filmmaker Lauren Greenfield, to turn the phrase on its head.
An inspiring bit of videography (see here) created thanks to an epic collaboration between Leo Burnett Chicago, London, Toronto and Holler kicked off the campaign, and now they’re asking the general public (aka YOU) to join the movement by sharing pictures, videos and proud moments of being fantabulously kick-ass ladies.
“Using #LikeAGirl as an insult is a hard knock against any adolescent girl,” the brand’s spokesperson explained. “And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence.”
Yes, we love this campaign, but hope this torrent of work promoting female empowerment isn’t just a ‘trend’ that marketeers are jumping on the back of. High Street brands such as Pantene and Fairy Liquid are continuing on their path of celebrating women and mums, while Nike and United Nations Women have joined the likes of Dove to boost women’s esteem. We hope we’re seeing the beginning of change rather than clever marketing tactics – time will tell!
Visit the full campaign site here.
Words by – NJ
[Imagery courtesy of Always]