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Leo Burnett Chicago
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http://www.leoburnett.us/chicago/

Amy Cheronis

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Global

P&G Always Launches Always “#LikeAGirl Unstoppable” Video

Video, infographic and accompanying curriculum support second phase of #LikeAGirl campaign

Almost exactly a year ago, P&G Always launched “#LikeAGirl,” created by Leo Burnett Toronto, London and Chicago and directed by esteemed gender documentarian Lauren Greenfield. The online video became a viral sensation, charged its way into the Super Bowl as the lone fem-care brand in a field of cars and beer and was, most recently, the darling of Cannes Lions International Festival of Creativity, receiving 14 Lions.

“We never could have imagined the way this piece would connect and become a rallying cry for female empowerment,” Lauren told us at Cannes last month.

Today, the rallying cry is as strong as ever as Always continues its mission to stop the drop in girls’ confidence beginning at puberty through the launch of Always “#LikeAGirl Unstoppable” video by Leo Burnett Toronto and Chicago.

The campaign, based on new data uncovered in the recent Always Confidence and Puberty Survey, challenges girls to smash the limitations placed on them by society that hold them back from being unstoppable. In the video, these limitations are visualized as boxes, with the girls asked to write on the boxes what holds them back. After writing expectations such as “girls aren’t allowed to rescue” and “girls are supposed to be so ‘la-dee-da’ all the time,” the girls are asked what they want to do with those boxes. We see girls say that they want to destroy or smash the limitations, symbolized by the boxes, and feel liberated after getting to do just that.

The video was unveiled during the global Always #LikeAGirl Confidence Summit today in New York City. Always has also released an infographic based off the findings in the Always Confidence and Puberty Survey.

Finally, with the launch of #LikeAGirl “Unstoppable,” Always introduced a Global Confidence Teaching Curriculum to benefit millions of girls around the world.

The curriculum is based on the latest research on confidence building and is being co-developed by Always and education-thought leaders and experts. TED is also joining the #LikeAGirl mission as a Confidence Teaching Partner through the development of TED-Ed educational videos that will be released worldwide.