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."