A social media campaign launched by feminine products company Always to redefine what it means to do something “like a girl” has gone viral.
The three-minute ad asks adults to act out what it means to do things like running, fighting, and throwing like a girl. They act silly and weak. But when the same question is asked of young girls, the response is different, with the girls projecting strength and confidence.
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"'Like a Girl' should never be used as an insult," director Lauren Greenfield, who produced the ad, told ABC News. "It means being strong, talented and downright amazing."
The video was sparked by a study sponsored by Always from Research Now that showed that girls’
self-confidence drops around puberty, "Today" reported.
"We're kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing," the P&G brand wrote in the description on its YouTube video.
The marketing effort mirrors similar efforts by companies such as Dove and GoldieBlox to align their brands with social statements.
The #LikeAGirl hashtag has spread on Twitter.
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