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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

Amy Cheronis

EVP Reputation and Communications

Katie Newman

Chief Marketing Officer

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P&G Always “#LikeAGirl”

INSIGHT. A girl’s confidence tends to plummet during puberty and her teenage years. A contributing factor to this drop is societal put-downs based solely on gender such as the phrase “like a girl.” To work toward boosting girls’ confidence worldwide, we decided to make “like a girl” mean something amazing by transforming an insult into a mantra.

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IDEA. The “#LikeAGirl” social experiment recruited real women, men, boys and preteen girls and asked them to show what it physically means to run like a girl, throw like a girl, etc. Surprisingly, the prepubescent girls were the only ones who performed these actions confidently and proudly, for they weren’t yet tainted by society’s engraved definition of “like a girl.” Created in partnership with Leo Burnett Chicago, Toronto and London, the online film made its broadcast debut during the Super Bowl, further empowering people of all ages and genders to continue the conversation.

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IMPACT. To this day, “#LikeAGirl” has over 90 million views on YouTube and over 150 top awards, and it is the most-watched video in Procter & Gamble’s history. The campaign has won an Emmy, 14 Cannes Lions (including the inaugural Glass Lion, Titanium Lion and a Grand Prix), a D&AD Black Pencil and a Facebook Studio Blue Award by illustrating what it truly means to be “like a girl.” The groundbreaking campaign made a profoundly positive impact on the societal issue of negativity in the life of young girls and on P&G’s brand reputation.