Advertiser's Video Sends a Girl-Positive Message

Monday, June 30, 2014

To "throw like a girl" can be an insult, as this corporate video shows. But that's only if you let it. Follow the conversation on Twitter via the #LikeAGirl hashtag.

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Girl hitting a ball

Credit: Youtube video

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NEW YORK (WOMENSENEWS)--An advertising video by Always, the feminine-hygiene brand owned by Cincinnati-based Procter and Gamble, is going viral with the hashtag #LikeAGirl.

In the video, older girls, one man and one boy, imitate what it means to carry out certain actions--such as run or throw a ball--"like a girl." While they emphasize a goofy lack of strength and coordination, younger girls carry out the actions in a natural, agile and confident manner.

Always, which hosts a brand-sponsored website "Being a Girl," released the video June 26 as part of a campaign to help girls who enter puberty to feel confident when they do things #LikeAGIRL, the company said in a press release.

The company partnered with award-winning documentary filmmaker Lauren Greenfield on the video. "I am excited to be a part of the movement to redefine 'like a girl' into a positive affirmation," Greenfield said in the corporate statement.

Always sponsored a study that echoes other research in finding that the start of puberty and their first period mark the lowest moments in confidence for girls. Only 19 percent of girls have a positive association toward the phrase "like a girl," the study finds.

At the end of the video, the older teens reconsider how they impersonated girls running and conclude that "running like a girl" can also mean winning the race.


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