Always follows up #LikeAGirl film before International Women's Day

Previous installments of the campaign have been viewed more than 85 million times in 150 countries.

Always' follow-up to the smash #LikeAGirl campaign.
Always' follow-up to the smash #LikeAGirl campaign.

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.

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