For years, the phrase “like a girl” was used as an insult—implying weakness or lack of ability. But in 2014, Always, a brand under Procter & Gamble, set out to change that. With a bold and emotional campaign, they took this common stereotype and flipped it, proving that doing things “like a girl” is something to be proud of.
The Problem: A Confidence Drop Among Girls
Always had been supporting girls through puberty with education and resources for over 30 years. But by 2013, they realized they had a bigger challenge. Research showed that more than half of young girls lost confidence during puberty. One of the reasons? The phrase “like a girl” was often used in a negative way.
People would say, “You throw like a girl,” “you run like a girl,” or “don’t cry like a girl” without thinking. These phrases made young girls feel like they weren’t strong or capable. Always saw an opportunity to change that mindset.
The Campaign: Changing What ‘Like a Girl’ Means
To challenge this stereotype, Always launched a social experiment. In a video directed by Lauren Greenfield, they asked people of different ages—men, women, boys, and girls—to act out actions “like a girl.”
At first, the older participants exaggerated their movements, making them look weak or silly. But when young girls were asked to do the same actions, they ran fast, threw hard, and showed determination—proving that the phrase was only an insult because society made it one.
The video ended with a simple but powerful question: “When did doing something ‘like a girl’ become an insult?”
It made people stop and think about how their words affect young girls.
The Impact: A Viral Success That Sparked Change
The video was released in June 2014—just before summer break, when girls’ confidence tends to drop the most. The response was huge:
● Over 90 million views in just two months, reaching over 150 countries.
● A wave of support on social media, with people using the hashtag #LikeAGirl to share their own stories.
● Celebrities, influencers, and organizations backed the campaign, spreading the message even further.
The message wasn’t just popular—it changed how people thought. Studies showed that after watching the video, nearly 70% of women and 60% of men said they saw the phrase “like a girl” in a more positive way.
Why #LikeAGirl Worked
The success of #LikeAGirl wasn’t an accident—it was a smart, well-planned campaign. Here’s why it connected with people:
● It addressed a real issue – Always focused on a problem that many girls faced: losing confidence at puberty.
● It told a strong story – The campaign wasn’t about selling a product; it was about starting a conversation.
● It used multiple platforms – From online videos to TV ads, print media, and live events, the campaign reached people everywhere.
● It felt genuine – Always showed they cared about more than just selling products. They wanted to support girls and help them grow.
The Business Impact: More Than Just Awareness
While the campaign had a major social impact, it also delivered strong business results for Always:
● Increased brand awareness – More people recognized Always and connected it with empowerment.
● Higher consumer preference – People were more likely to choose Always over competitors.
● Boost in sales – The positive brand image translated into higher product sales.
● Stronger customer loyalty – Consumers appreciated Always’ message and stayed loyal to the brand.
The campaign proved that standing for something meaningful could also be good for business.
The Legacy: More Than Just a Campaign
The #LikeAGirl movement didn’t stop with one video. Always built on the campaign with:
● “Unstoppable #LikeAGirl” (2015): Encouraging girls to push past limits.
● “Keep Playing #LikeAGirl” (2016): Highlighting the number of girls quitting sports at puberty.
● “Keep Going #LikeAGirl” (2017): Helping girls overcome the fear of failure.
Beyond marketing, the campaign helped shift how people use the phrase “like a girl.” More people started using it as a compliment instead of an insult.
Final Thoughts: Marketing That Makes a Difference
The Always #LikeAGirl campaign showed that brands can do more than just sell products—they can start important conversations. By focusing on a real issue and telling a meaningful story, Always didn’t just boost sales; they helped change the way people see and talk about girls.
Because running, throwing, or leading like a girl? That means doing it with strength and confidence.