BBDO (Always) - Like a Girl
The campaign not only sparked conversations about gender stereotypes but also led to measurable shifts in perception. Before its launch, "like a girl" was predominantly used derogatorily. Post-campaign, the phrase evolved into a symbol of strength and empowerment, with positive sentiment reaching 96% within three months.
Directed by Lauren Greenfield, the campaign's central video asked participants to demonstrate actions "like a girl," revealing stark contrasts between perceptions before and after puberty. The video resonated globally, amassing over 85 million YouTube views across all languages and generating more than 4.4 billion impressions.
Primarily targeting young girls and women, the campaign also reached parents, educators, and the broader public to foster a supportive environment that encourages girls to embrace their full potential without societal limitations.
TARGET AUDIENCE
About the
Campaign -
The campaign not only sparked conversations about gender stereotypes but also led to measurable shifts in perception. Before its launch, "like a girl" was predominantly used derogatorily. Post-campaign, the phrase evolved into a symbol of strength and empowerment, with positive sentiment reaching 96% within three months.
Core Theme of the Campaign -
1. Campaign Genesis: Always recognized that during puberty, girls often experience a significant drop in confidence. The campaign aimed to address and counteract this decline by redefining societal perceptions.
2. Viral Video Impact: The flagship video showcased individuals acting out phrases like "run like a girl," highlighting the disparity between children's uninhibited interpretations and older participants' stereotyped portrayals.
3. Social Media Amplification: The hashtag LikeAGirl became a rallying cry on platforms like Twitter and Instagram, encouraging users to share empowering stories and challenge outdated stereotypes.
4. Celebrity and Organizational Endorsements: The campaign garnered support from celebrities and organizations, further amplifying its message and reach.
5. Accolades and Recognition: The campaign received numerous awards, including the 2015 Emmy Award for Outstanding Commercial, underscoring its creative excellence and societal impact.
6. Educational Initiatives: Beyond the video, Always integrated the campaign into educational programs, providing resources to schools to promote discussions about self-confidence and gender stereotypes.
7. Global Reach: While initially focusing on U.S. and African markets, the campaign's universal message resonated worldwide, leading to adaptations in various countries and cultures.
8. Sustained Impact: Years after its launch, "Like a Girl" continues to be referenced in discussions about gender equality, showcasing the campaign's enduring influence on societal perceptions.