Advertiser’s Video Sends a Girl-Positive Message

Credit: Youtube video

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.

#LikeAGirl = #likeaboss to those who are younger. Makes me happy. Let's make sure the older ones believe it too. #fatherofsixgirls

— Josh James (@joshjames) June 30, 2014

My girl plays rugby #LikeAGirl – and she totally rocks that sport pic.twitter.com/PPEvEKCmJz

— Sticky Fingers (@tara_cain) June 30,
2014

ALL men and women need to watch this! In my mind, #LikeAGirl means Awesome, Beautiful, Lovable, Capable! Watch: https://t.co/hRHBtwLgB6

— Bruce Van Horn (@BruceVH) June 30, 2014

About to go run a board meeting #LikeaGirl

— Amanda M Steinberg (@AmandaSteinberg) June 26, 2014

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.