P&Gâ€™s Always brand has launched its next phase of its #Likeagirl campaign.
The brand ran a survey, its Always Confidence & Puberty Survey, which showed that many girls today feel limited by societyâ€™s expectations about women.
72% of girls feel held back by society, which they feel dictates what they should and shouldnâ€™t do said the study.
Creating a new video ad, the brand asked women and girls if they were ever told they should or shouldnâ€™t do something because theyâ€™re a girl.
Watch the video here:
This will be accompanied by a programme, the Always Global Confidence Teaching Curriculum, which will be co-developed by Always and education-thought leaders and experts.
The curriculum builds on Alwaysâ€™ 30 year heritage in puberty education and will reach up to 20 million girls in 65 countries per year. Additionally, TED, the non-profit devoted to spreading ideas will be partnering the movement to teach confidence to young girls. It will develop and spread confidence-inspiring content through TED-Ed.
â€śIn the spirit of TEDâ€™s mission, ideas worth spreading, we are partnering with the #LikeAGirl campaign to reach young girls at a critical stage in their lives,â€ť said Stephanie Lo, TED-Ed Programs Director at TED. â€śWeâ€™re excited to work with Always on developing engaging educational content to help girls around the world maintain confidence through puberty and beyond.â€ť
The new â€śAlways #LikeAGirl Unstoppableâ€ť video and confidence education efforts was unveiled during the global Always #LikeAGirl Confidence Summit in New York City, featuring a keynote address from young teen international actress and female empowerment advocate Maisie Williams, the 18-year-old star who plays Arya Stark on HBOâ€™s Game of Thrones.