July 7

Like a girl: the takedown of a taunt

Run like a girl. Throw like a girl. Fight like a girl. What do these statements really mean? When did they become insults? Can ‘like a girl’ be redefined for a generation of young women?

These are some of the questions explored by documentarian Lauren Greenfield in this viral video piece for Procter & Gamble feminine products brand, Always—in which both young adults and children are asked to demonstrate what it looks like to throw, run and fight “like a girl”.

The difference between the responses is both jarring and thought provoking. It’s an excellent platform for Always to address the erosion of confidence young women experience during puberty—and to start a global conversation to begin to combat it.

This social experiment is just the latest in a wave of communications aiming to empower women—from Pantene’s ‘Not Sorry’ to Dove’s Real Beauty Sketches to Verizon’s Inspire Her Mind.

These viral sensations are all about creating positive impact by increasing the self-esteem of all women and girls. These brands are cleverly moving beyond product benefits, USPs and other traditional trappings and are instead focusing on how they can contribute to society more broadly—to solve a larger problem.

By challenging society’s perception of what it means to do something “like a girl”, Always has found a powerful way to communicate their purpose while building brand awareness and loyalty.

So you might say they’re branding like a girl.