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Always #LikeAGirl Sparks Social Movement During Super Bowl XLIX and Beyond

Thursday, February 5, 2015 1:07 pm EST

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Last Sunday night, our Always brand took its #LikeAGirl campaign to the big stage—Super Bowl XLIX—sparking a movement with viewers around the world to champion girls’ confidence.

The spot helps shed light on the power of words, and how the common phrase “Like a Girl” is often used as an insult, which can have a profound effect on girls’ self-confidence.

The response to the spot exceeded all of our expectations. Hundreds of thousands—including notable celebrities and large corporations—used the #LikeAGirl hashtag and joined our movement. Countless individuals took the time to show their support for young girls everywhere by proudly sharing what they do #LikeAGirl.

Always #LikeAGirl was named the runner-up for Super Bowl ads by USA Today. And many stories continue to highlight Always as one of the ads that really broke through during the Super Bowl and beyond—especially as measured by online & social popularity.

“'Like a Girl' saw the most total (social) mentions, with over 400,000. And people didn’t just talk about it, they loved it: 84 percent of those mentions were extremely positive. Several ads made a splash tonight, but there was no topping girl power.” —Adobe Marketing Cloud, Top 10 Post-Game Performers

The #LikeAGirl spot aimed to make the phrase “Like A Girl” mean amazing things—a natural fit with the brand’s mission to empower women worldwide, and help girls sustain confidence through puberty and beyond. But the way it resonated with viewers around the world, inspiring them to take action and join us in supporting girls’ confidence, is the most we could have asked for.

It's not too late to join the movement:

  • Share the #LikeAGirl video with your social networks
  • Tweet, take a photo or shoot a video to show @ProcterGamble and @Always the amazing things you do #LikeAGirl

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