I have earlier posted work about Dove’s communication strategy and the "Real Beauty" angle and also how P&G with brands such as Tide and Pantene have promoted the role of the power mum and embraced career women.
Now, Always have launched a new campaign focusing on the phrase “like a girl” and declares its mission to redefine the expression to reference to strength instead of weakness.
For the past 30 years, Always has been empowering girls globally and brought puberty education to millions of adolescent girls. This campaign created by Leo Burnett seeks to improve girls self-esteem and eliminate the confidence crisis among girls and the negative impact of stereotypering.
Watch the latest feminist-themed social experiment here and check out http://www.always.com/en-us/likeagirl.aspx for more.
Can y’all tell I’m really excited about Always’ Like A Girl campaign?!