In Run-Up to Rio, Always Inspires Girls to Stay Passionate About Sports

Latest 'Like a Girl' Push Aims to Combat Drop in Athletics Participation After Puberty

Published On
Jun 28, 2016

Editor's Pick

The original premise for P&G brand Always' celebrated "Like a Girl" campaign was inspired by the fact that after they reach puberty, 50% of girls see a drop in confidence. In the run-up to the Rio Olympics, Always wants to counter this trend and inspire girls to keep diving wholeheartedly into sports.

The most recent "Always Confidence & Puberty Survey" found that by the end of puberty, half the girls surveyed will have stopped participating in athletics. So Always has released "Keep Playing," a new video that shows several strong-willed athletes -- including a girl who plays rugby, a young female weightlifter -- outwardly defying naysayers who have questioned their passion for their respective sports.

The spot goes on to read, "Always wants girls to keep girls playing, because sports keep girls confident" and implores girls to "Show the world how you keep playing #Likeagirl."

The film was created out of Leo Burnett Chicago and directed by Nanette Burstein ("The Kid Stays in the Picture," "American Teen"). You can find out more about what went into making the ad in the Director's Interview video.

As part of the campaign, Always has also tapped Olympics gold medalist and U.S. soccer pro Alex Morgan to share her story for the campaign. "At age thirteen one of my coaches told me that I wasn't good enough," she said in a statement. "As a young girl just wanting to play and do my best, that was difficult to hear. It would have been easy for me to quit -- but I wouldn't be the confident person I am today if I had."


Jun 28, 2016
Brand :
Client :
Agency :
Leo Burnett-Chicago
Director :
Nanette Burstein
Global Chief Creative Officer :
Mark Tutssel
Chairperson :
Mark Tutssel
Chief Creative Officer :
Judy John
Executive Vice President, Executive Creative Director :
Nancy Hannon
Vice President/Creative Director :
Isabela Ferreira
Vice President/Creative Director :
Natalie Taylor
Associate Creative Director :
Amanda Mearsheimer
Associate Creative Director :
Gloria Dusenberry
Senior Copywriter :
Anthony Brooks
Senior Art Director :
Jillian Lamb
Copywriter :
Garrett Vernon
Copywriter :
Pete Kellen
Senior Art Director :
Luis Marques
Creative Resource Manager :
Darlene White
Executive Director, Production :
Vincent Geraghty
Senior Vice President, Group Executive Producer :
Mary Cheney
Vice President, Executive Producer :
Tony Wallace
Senior Producer :
Adine Becker
Director, Music Production :
Chris Clark
Senior Talent Manager :
Linda Yuen
Production Manager :
Julie Lewandowski
Production Company :
Hungry Man
Director :
Nanette Burstein
Head of Production/Executive Producer :
Kevin Byrne
Producer :
Julianne Maloney
Director, Photography :
Tami Reiker
Editorial Company :
The Whitehouse Post
Color :
The Mill
Colorist :
Luke Morrison
Audio Mix :
John Binder
Audio Mix :
David Gerbosi
Audio Mix :
Peter Erazmus
Audio Producer :
Another Country
Participation Director :
Kristin Hayward
Vice President, Strategic Planning :
Kristin Hayward
Executive Vice President, Account Director :
Annette Sally
Account Director :
Katie Nikolaus
Account Director :
Sarah Kaminsky
Account Supervisor :
Ashley Sawatzke
Assistant Account Executive :
Susanne Sward
Assistant Account Executive :
Raleigh Ward
Legal :
Michael Sirota
Commercial Clearance Manager :
Tracy Scimeca
Music Producer :
Alec Stern
Editor :
Nikki Vapensky

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