Best of the Decade: P&G's Always aims to shatter the 'Like a Girl' stereotype

Campaign from Leo Burnett earned a PR Grand Prix at Cannes and a commercial Emmy

Published On
Jun 26, 2014

Editor's Pick

Creativity looks back on the brand ideas and campaigns that made the last decade. See the full lineup here

Best of the Decade

Like Unilever brand Dove in the previous decade, Procter & Gamble’s Always sought to change harmful portrayals of females—in this case, of young girls, in the groundbreaking “Like a Girl” campaign. Created out of Leo Burnett and directed by "The Queen of Versailles" filmmaker and photographer Lauren Greenfield, the effort sought to empower young women by reconceiving a familiar insult as a mantra of female empowerment.

At the time of its release, the campaign stood out in what had been a “sea of go-girl advertising,” opening eyes not through manipulative stunts but rather by simply telling it like it was. It went on to earn the PR Grand Prix at the Cannes Lions as well as a commercial Emmy. Prior to this, we can’t remember the last time a feminine products brand got so much buzz. Arguably, it helped pave the way for even more provocative work in the category such as Libresse’s celebrated “Blood Normal" ad.

Original Story

Why do women apologize all the time? And why is the same behavior perceived differently depending on whether it's a man or a woman doing it? The P&G brand has been tackling these issues for a while. Now, it turns its focus to teenage girls, to show how attitudes about what it means to be a girl can change over time.

In a film by Leo Burnett Chicago and "The Queen of Versailles" creator Lauren Greenfield, the Always brand asked adult women and a little brother to show the camera what it meant to run, fight, or throw like a girl. As expected the results show them running wildly, flailing their arms, or exhibiting a weak arm. Then, it asked the same questions to pre-pubescent girls. They, on the other hand, run fast, and throw strong. The film comes after brand-commissioned research found that half of girls report a drop in confidence after they get their first period.

Read more about how the effort seeks to change how girls view themselves, and how this helps Always in a category where brand loyalty is paramount.


Jun 26, 2014
Brand :
Client :
Agency :
Leo Burnett-Chicago
Chief Creative Officer :
Judy John
Creative Director :
Judy John
Creative Director :
Becky Swanson
Digital Creative Director :
Milos Obradovic
Copywriter :
AJ Hassan
Copywriter :
Angel Capobianco
Art Director :
Hmi Hmi Gibbs
Art Director :
Nick Bygraves
Agency Producer :
Adine Becker
Director :
Lauren Greenfield
Production Company :
Editor :
Kathryn Hempel
Editorial Company :

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