MSLGroup, working with Procter & Gamble and Always, won the top activation award at the PRWeek Awards on Thursday night, Campaign of the Year.
The campaign’s viral video was viewed on YouTube by more than 76 million people, making #LikeAGirl a rallying cry in and of itself.
"I’m in awe of the cultural movement and impact this brand was able to create," one judge said.
The effort also won Product Brand Development Campaign of the Year and received an honorable mention in the Global Campaign of the Year category.
Mullen and American Greetings won honorable mention in the Campaign of the Year category for the World’s Toughest Job initiative.