Always, the P&G-owned feminine care brand, launched the campaign last June with a film that showed how the phrase can have a significant effect on girls’ self-confidence when used as an insult.
It was viewed more than 85 million times in 150 countries, according to P&G, and featured in Marketing’s Top 10 Marketing Moments of 2014.
The new video is titled ‘Like A Girl - Stronger Together’ and is designed to inspire girls to "rewrite the meaning of ‘like a girl’," according to Always global vice-president Fama Francisco.
P&G has released the new film ahead of International Women’s Day, which takes place on 8 March, and with the results of research showing the impact of the original film in the US.
The study showed that after watching the film 76% of girls aged 16 -o-24 agree they will no longer view the phrase as an insult.