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The Unstoppable New Chapter in the #LikeAGirl Campaign


The #LikeAGirl campaign - a female empowerment initiative put in motion by Always - has been floating around since the beginning of the year. The original ad, which set out to remove the prejudice behind the phrase 'like a girl' aired during the Super Bowl and ended up causing the largest social media buzz of any ad that aired that night. No mean feat when you consider the millions of dollars companies bid just to get a timeslot during the broadcast.

Thankfully, and rather admirably, it was far from a one off. On July 7th Always published a new video on their YouTube channel entitled 'Unstoppable'. In it, girls talk about the ways they are limited by society's expectations of them. Those gender misconceptions are then written on boxes and ceremonially smashed, as a a way of encouraging girls to break out of the limitations that threaten their confidence. It's a powerful image, and an important one.

At the end of the video, girls the world over are encouraged to share ways that they are 'unstoppable' alongside the campaign hashtag. The video is going to be aired across different channels and markets all over the world, but Always haven't stopped there. The P&G owned feminine hygiene brand have drafted TED in to host branded content as a way of giving the campaign more of an educational grounding. The content will be hosted on TED's 'Ted-Ed' educational channel and feature advice for girls about how to be more confident and step away from unfair gender perceptions. 

It goes even further than that. Always have been working with different educational groups to create programmes for schools to help girls during puberty. Game of Thrones actress Maisie Williams has also been drafted as a key spokesperson for the whole campaign. She spoke at the #LikeAGirl Confidence Summit in New York alongside other speakers including Odd Girl Out author Rachel Simmons and Zuriel Oduwale, a professional film-maker, journalist and political activist who also happens to be 12 years old.

Similar events are planned to run throughout the year and beyond as Always continue this admirable initiative. P&G claim that 59% of men and 76% of the women who watched the original ad had their perception of the phrase 'like a girl' changed. It's very gratifying to think that that was only the beginning.

Callum Davies

Callum is a film school graduate who is now making a name for himself as a journalist and content writer. His vices include flat whites and 90s hip-hop. Follow him @CallumAtSMF

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The Unstoppable New Chapter in the #LikeAGirl Campaign Reviewed by Unknown on Thursday, July 09, 2015 Rating: 5

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