Always launched a campaign called “Like a Girl”, a campaign that challenges the norms of the stereotype “like a girl”. They asked a few participants to show them what it means like to run, fight and throw like a girl, with each participant doing a comedic re-enactment of what they thought it would be like to do things like a girl.
Always then asked young girls the same question and they ran as fast as they could, hit as hard as they could and throw as hard as they could. In this social experiment, Always states that a girl’s confidence plummets during puberty and then asked the former participants if they had just made fun of girls. The sinking realisation that the female participants had was evident on their faces; they just played into the stereotype.
One could argue if the campaign sounded long-winded and ill matched to a woman’s sanitary wear brand, but we think that it is not only still relevant but also something that is important to change. If the stereotype wasn’t still prevalent in society today, none of the first participants would have re-enacted the “running of a girl” the way they did.
Always isn’t selling products in this advert, they are trying to change the way the world views the phrase: “like a girl” trying to change the way young girls view the phrase and identifier, empowering them to own it and be proud of being a girl. The video went viral on YouTube and got over 31 million views.
Using the Tracx tool for the period 26 June 2014 – 10 July 2014, we queried the keyword [#likeagirl] and we can see that there were 180 posts around #likeagirl these posts received 624 interactions and 196 mentions.
The most engaged post was from Olivia Holt who is an American Actress on Disney X.D.; her post received 165 interactions, 158 retweets by 163 people. The audience demographic that interacted with the #likeagirl posts were 78.5% female and 21.5% male. In terms of activity breakdown, Twitter made up 47.51% followed by Instagram with 46.64% and Facebook pages only making up 2.49% of the activity.
The tops 5 words that were conversation drivers were:
- likeagirl (used 196 times)
- girl (used 69 times)
- campaign (used 39 times)
- video (used 36 times)
- insult (used 31 times)
Although the video went viral with over 31 million views, there were few conversations being generated on social media about the campaign.
Written BY: #DRTracy