P&G's Always campaigns for confidence in girls [VIDEO]

P&G’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 society’s expectations about women.

72% of girls feel held back by society, which they feel dictates what they should and shouldn’t do said the study.

Creating a new video ad, the brand asked women and girls if they were ever told they should or shouldn’t do something because they’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 Always’ 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.

“In the spirit of TED’s mission, ideas worth spreading, we are partnering with the #LikeAGirl campaign to reach young girls at a critical stage in their lives,” said Stephanie Lo, TED-Ed Programs Director at TED. “We’re excited to work with Always on developing engaging educational content to help girls around the world maintain confidence through puberty and beyond.”

The new “Always #LikeAGirl Unstoppable” 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 HBO’s Game of Thrones.