Always '#LikeAGirl' returns to fight girls' fear of failure

Procter & Gamble's Always has brought back its "#LikeAGirl" campaign with a new ad tackling girls' failure of confidence during puberty.

The "Keep going" spot by Leo Burnett Chicago is a rallying cry for girls to embrace failure as fuel to build their confidence. It follows a group of schoolgirls over the course of a day, when they face challenges such as drama rehearsals, chess matches and class projects.

The new video comes on the back of research commissioned by Always, which found that over half of girls lose confidence at puberty and seven in ten girls avoid trying new things during puberty because they are afraid to fail. 

Eight in ten of the girls surveyed said the pressure to please others and be perfect led them to fear mistakes, while 75% pointed to social media as a key contributor to that feeling.  

For the new phase of the campaign, Always enlisted actress and advocate Yara Shahidi as a brand ambassador to help encourage girls. It also turned to the director Lucy Luscombe to make the ad, which will run on TV and online.

The ad was written by Garrett Vernon and Anthony Brooks, and art directed by Jillian Lamb and Jin Yoo. Publicis Media handled media planning and buying.

The "#LikeAGirl" campaign kicked off in 2014 to increase girls’ confidence and overturn negative connotations of the phrase. It swept awards including a D&AD black Pencil and one of the first Cannes Glass Lions in 2015.  

Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).