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.
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