Building the confidence of a generation of young girls by subverting the language of gender bias
Always was losing relevance with its customers, especially younger women. As we reviewed the data around female confidence we found that puberty is a time when girls experience a huge drop in self-esteem. The pressure of gender stereotypes plays a big role – girls stop being themselves in order to follow these gender ‘rules’. Even our language is sexist and biased. We realised that the expression ‘like a girl’, in fact, is often used as an insult. So, we set out to make ‘like a girl’ mean amazing things.
The campaign started a global movement. Over 80 million views across 150 countries and shared by more than 1.5 million people. Multi-award winner at Cannes (14 Lions). YouTube’s Top 3 Ad of the Decade. No.1 most awarded campaign at D&AD. Grand Prix for Effectiveness (Drum Awards). It even won an Emmy.
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