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WATCH P&G’s viral social experiment on femininity

This powerful ad was created by Procter & Gamble to promote its Always feminine products and shed light on the popular term “like a girl” and the negative connotations around it.

In a social experiment, men, women and boys were asked what they thought it means to run or throw or fight ‘like a girl’. All individuals asked depicted the actions in a similar frail manner.

Next, the experiment asked some young girls to act out what it meant to be a girl. The response was very different. Check it out:

Lauren Greenfield, filmmaker and director of the #LikeAGirl video said: “In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand. When the words ‘like a girl’ are used to mean something bad, it is profoundly dis-empowering.”

P&G also explained that using #LikeAGirl as an insult is a “hard knock against any adolescent girl and since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence.”

“We’re kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing,” it said.

The ad, which was released a little over a week ago, has had over 19 million shares already.

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