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?!
Sandy Thompson, Global Planning Director, Young & Rubicam in The Year of Fearlessness: Brand Insights from Y&R’s Sandy Thompson – Think Insights – Google
You see, we’ve come to define ‘social’ in unintentional Orwellian double-speak. ‘Social’ has come to mean the exact opposite of what it’s meant for centuries. Instead of actual interaction and communication, we define ‘social’ as once- or twice-removed ego validation through button-clicking.
'Social' is what happens when someone posts personal information—photos, thoughts, announcements, favorite songs, jokes—on the internet and another person comes along and clicks a thumbs up icon or a star or a heart. If someone’s really 'social,' they’ll even type a comment or reply.
Kids aren’t leaving social networks. They’re redefining the word ‘social.’ Rather, they’re actually using the word with the intent of its original meaning: making contact with other human beings. Communicating. Back-and-forth, fairly immediate dialogue. Most of it digitally. But most of it with the intent of a conversation where two (or more) people are exchanging information and emotion. Not posting it. Exchanging it.
Bailey Lauerman’s Cliff Watson on the evolution of social media—which, following teens’ lead, we increasingly define not as static, interface-based URLs and apps but as straightforward messaging services. Insightful (and funny!) food for thought for anyone who works in the marketing realm!