CINCINNATI: Always’ newest video in the #LikeAGirl campaign shows young women around the world proudly demonstrating what they do "like a girl."
Always, the Procter & Gamble-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 was featured in Marketing’s Top 10 Marketing Moments of 2014. The campaign is also on the shortlist for numerous PRWeek Awards.
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 VP Fama Francisco.
P&G has released the film ahead of International Women’s Day, which will take place on March 8.
Research has shown that after watching the film, 76% of girls ages 16 to 24 say they will no longer view the phrase as an insult.
This story originally appeared on Marketing.