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.
— Josh James (@joshjames) June 30, 2014
— Sticky Fingers (@tara_cain) June 30,
— 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.
Hajer Naili is a New York-based reporter for Women’s eNews. She has worked for several radio stations and publications in France and North Africa and specializes in Middle East and North Africa women in Islam.
Would you like to Comment but not sure how? Visit our help page at http://www.womensenews.org/help-making-comments-womens-enews-stories.
Would you like to Send Along a Link of This Story? http://womensenews.org/story/athleticssports/140630/advertisers-video-sends-girl-positive-message