Case Study: Like A Girl

Table of Contents

Procter & Gamble’s Like A Girl was the winner of the PR Grand Prix award at the Cannes Lions awards 2015. The ad was also voted as one of the best commercials at the 2015 Super Bowl and was viewed 58 million times on YouTube.

Challenge:

Credits:

Client: Procter & Gamble

Agency: Leo Burnett Canada

Language: English

More than half of girls lose confidence during puberty, one of the main reasons for this are the societal put-downs, in fact, only 19% of women have a positive perception with the phrase “like a girl.” The campaign from Always champions girl’s confidence and what it means to do something as a girl.

The campaign by advertising agency Leo Burnett, P&G brand Always, and filmmaker Lauren Greenfield aimed to empower women and redefine the meaning of what it means to be a girl.

Solution: Like A Girl

The campaign started with a video where adults and young boys were asked to describe what the phrase “like a girl” means and then perform various tasks such as running, throwing, and fighting.

The results were troubling, pathetic running, waving hands, and flipping hair were acted out and highlighted the negative associations with the phrase. In comparison, young girls were asked the same question and to perform the same tasks and did so with determination, confidence and acted the movements with athletic motions.

https://youtu.be/XjJQBjWYDTs

The video highlights that at about 12 years old, girls begin to internalize the negative connotations that come with doing things like a girl. The video launched an empowering campaign to change what it means to do something, as a girl into something strong and confident.

Results:

Reach & Coverage

The video has been viewed over 58 million times on YouTube and was praised for being one of the best commercials during the 2015 Super Bowl.

Awards Won

The campaign as a whole won the Grand Prix award in the PR category at the Cannes Lions festival in 2015.

Behavior Change

Prior to watching the film, just 19% of 16-24’s had a positive association toward the campaign. After watching, however, 76% said they no longer saw the phrase negatively.

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