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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Always #LikeAGirl Empowers Young Female Athletes to Keep Playing

Leo Burnett’s campaign for P&G Always tackles why so many young girls quit sports

Leo Burnett’s latest campaign for P&G Always came to life this morning when Alex Morgan, a member of the World Cup-winning U.S. national women’s team and an Olympic gold medalist, said on Twitter that she was “thinking about quitting.”

Other influential athletes and celebrities took to Twitter to join the conversation and encourage Ms. Morgan to stay in the game.

After the outpouring of feelings and the encouragement from fans, a new film,“#LikeAGirl Keep Playing,” was revealed. Always and the athletes, including Ms. Morgan, who will in fact be competing in the Summer Olympic Games in Rio, shared the video on social media to dispel these false announcements while bringing awareness to a larger issue facing female athletes.

This latest evolution of “#LikeAGirl” is based on the troubling insight that by the end of puberty more than half of girls will have quit sports. And even more troubling, only one third of girls feel that society encourages them to play.

The latest online film, directed by Academy Award-nominated Nanette Burnstein, uses testimony from real girls to examine why so many aspiring young female athletes drop out of sports. This morning’s campaign launch illustrates a powerful message: If we can encourage top athletes not to quit their sport, why can’t we do the same for young girls?

Sports have been shown to play an important role in building confidence, especially for young girls. But according to Always’ latest Confidence Survey, 7 out of 10 girls feel they do not belong in sports, leading them to quit during puberty, when half of girls also experience a drop in confidence. It’s a time when playing a sport would benefit them the most. Because of this, Always and Leo Burnett are urging girls to stay confident and to keep playing #LikeAGirl.

Always #LikeAGirl “Keep Playing” arrives just in time for the 2016 Rio Olympic Games, a critical moment to help drive awareness for female sports participation. The ongoing campaign will harness Olympic athletes, the International and National Olympic Committees, as well as other organizations, in an effort to change the way our society treats women in sports and to empower all young girls to keep playing sports #LikeAGirl.