P&G's Always Brings #LikeAGirl Video to the Superbowl

P&G's Always Brings #LikeAGirl Video to the Superbowl

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This weekend @ProctorGamble's @Always brand will bring the #LikeAGirl movement to #SB49! Join the movement: http://bit.ly/1DeIAkQ
Monday, January 26, 2015 - 9:40am

CAMPAIGN: P&G | Gender Equality

CONTENT: Multimedia with summary

Using #LikeAGirl as an insult is a hard knock against any adolescent girl. 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.

In June P&G's Always kicked off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and made a start by showing them that doing it #LikeAGirl is an awesome thing.

"In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand," said Lauren Greenfield, filmmaker and director of the #LikeAGirl video. "When the words 'like a girl' are used to mean something bad, it is profoundly disempowering. I am proud to partner with Always to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine 'like a girl' into a positive affirmation."

For the past 30 years, Always has been empowering girls globally, bringing puberty education to millions of adolescent girls.

This weekend Always will run a 60-second version of the viral video to the Super Bowl.  It will be the first Super Bowl ad from a feminine-care brand.

Always released the original video in light of research showing that more than half of girls experience a drop in confidence during puberty and P&G survey results indicate the effort has succeeded in changing how the phrase "like a girl" is viewed. Prior to viewing the film, 19% of girls had a positive association with the phrase. A recent study showed 76% of girls ages 15 to 24 no longer see the phrase as an insult.

Find out more at http://www.always.com/en-us...

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