"I’m touched by our new #LikeAGirl campaign, because every girl is capable of greatness and we must continue to empower them to grow into strong, amazing women tomorrow."
CINCINNATI--(BUSINESS WIRE)--“You run like a girl” or “you throw like a girl” are common insults
we’ve all heard or said at one point.Always, the leader in
global feminine care, is launching a new campaign today to change the
negative perception of the phrase and make “like a girl” a declaration
that means downright amazing. The global campaign aims to help girls,
especially as they enter puberty, feel proud and confident when they do
things #LikeAGirl. A new Always-sponsored survey by Research Now found
the start of puberty and their first period mark the lowest moments in
confidence for girls.* Harmful words can add to that drop in confidence.
As part of the new #LikeAGirl campaign, Always partnered with
award-winning documentary filmmaker Lauren Greenfield to conduct a
social experiment to see how people of all ages interpret the phrase
“Like a Girl.” To see the surprising results, click here: http://youtu.be/XjJQBjWYDTs
“In my work as a documentarian, I have witnessed the confidence crisis
among girls and the negative impact of stereotypes first-hand,” said
Greenfield. “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.”
The Always social experiment, captured on video http://youtu.be/XjJQBjWYDTs,
clearly shows how people of all ages interpret the phrase “like a girl”
differently, particularly younger and older girls. Young girls between
the ages of 5 and 13-years-old launched fearless karate kicks when asked
to throw, run or fight “like a girl” respectively. The older girls
fulfilled the negative stereotype – a 20-year-old marathoner flailed her
legs and mockingly expressed angst about her hair when asked to “run
like a girl,” a 19-year-old with toned arms flapped her hands to
demonstrate “fight like a girl,” and a 14-year-old volleyball player
lamely flung her arm when asked to “throw like a girl.” The experiment
also demonstrated clearly how a little encouragement can go a long way
in changing girls’ perceptions of what it means to be a girl.
Always has been empowering girls through puberty education for over 30
years, reaching between 17 and 20 million girls globally every year.
With this new campaign, Always continues to champion girls’ confidence
by taking a stand to turn “Like a Girl” into a phrase that represents
the strength, talent, character and downright amazingness of every girl.
Always is raising awareness about the confidence plummet that happens to
girls at puberty, spurring conversation to help rethink and redefine the
common words and phrases used in society that imply girls are weak or
inferior. Always wants to drive thoughtful consideration of how these
hurtful words impact her confidence, particularly at one of the most
impressionable times of her life.
“I am proud of the Always commitment to help girls build their
confidence at puberty and beyond, especially as a father of three young
girls,” said Edgar Sandoval, Vice President of Global Feminine Care,
Procter & Gamble. “I’m touched by our new #LikeAGirl campaign, because
every girl is capable of greatness and we must continue to empower them
to grow into strong, amazing women tomorrow.”
Always is inviting girls and women everywhere to join the movement and
share what they proudly do #LikeAGirl. Tweet, take a picture, shoot a
video or send a message to take a stand and show young girls everywhere
that doing things #LikeAGirl should never be used as an insult - that it
means being strong, talented and downright amazing.
Key Always Puberty & ConfidenceStudy
More than half of girls (about 1 out of 2 or 56 percent) claimed to
experience a drop in confidence at puberty.
Lowest confidence moments for girls were when puberty started and when
they got their first period; a close second were starting middle and
junior high school.*
Hispanic females cited the largest drop in confidence at puberty (60
percent), while fewer African American girls (50 percent) claimed to
have a drop in confidence than Hispanic or Caucasian girls.
Girls who saw a drop in confidence during puberty are more likely to
claim they started puberty either before or after their friends.
The advice most females would give to their younger selves is “you’re
not alone” and “you’re not as awkward as you feel.”
LIKE A GIRL
The majority (89 percent) of females aged 16-24 agree that words can
be harmful, especially to girls.
Only 19 percent of girls have a positive association toward the phrase
“like a girl.”
More than half (57 percent) of females think there should be a
movement to change the negative perception of the phrase “like a girl.”
Four in five (81 percent) girls would support Always in creating a
movement to change the negative perception of “like a girl.”
The Always Puberty & Confidence Study was conducted using the
Research Now Panel that surveyed 1,300 American Females aged 16 to 24
years old. There was a nationally representative sample group of 1,000
females as well as an additional boost of 150 African American and 150
Hispanic American females. The survey was implemented between the dates
of May 22, 2014 through May 28, 2014.
*Of 13 other milestones. Milestones include: “when you got your
first car”; “your first love”; “at college”; “when you started working”;
“when you got your first boyfriend/girlfriend”; “in high school”; “your
first date”; “when you hear people being teased with ‘like a girl’”; “in
junior high school”; “in middle school”; “when puberty started”; “when
you got your first period.”
Always®, the world's leader in feminine protection, offers a wide range
of feminine pads, wipes and pantiliners designed to fit different body
types, period flows and preferences and offers puberty and period advice
for teens through BeingGirl.com. The Always line of feminine products
includes Always Infinity™, Always Ultra Thins, Always Maxis, Always
Pantiliners and Always Feminine Wipes. Please visit www.always.com
for more information.
About Procter & Gamble
P&G serves approximately 4.8 billion people around the world with its
brands. The Company has one of the strongest portfolios of trusted,
quality, leadership brands, including Always®, Ambi Pur®, Ariel®,
Bounty®, Charmin®, Crest®, Dawn®, Downy®, Duracell®, Fairy®, Febreze®,
Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®,
Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community
includes operations in approximately 70 countries worldwide. Please
visit http://www.pg.com for
the latest news and in-depth information about P&G and its brands.