Always, #LikeAGirl

The "Always #LikeAGirl" campaign, launched in 2014 by the feminine hygiene brand Always, emerged as a response to a pervasive societal issue: the decline in confidence experienced by girls as they reach puberty. This decline is often linked to the reinforcement of gender stereotypes, which can limit girls' perceptions of their capabilities and potential.

Inspired by this observation and driven by the desire to challenge these stereotypes, Always conceived the campaign to redefine the phrase "like a girl" from a derogatory term into a positive affirmation. The campaign aims to empower girls and women by encouraging them to embrace their strengths, talents, and individuality, without feeling constrained by societal expectations.

The inaugural launch of the campaign during Super Bowl XLIX in February 2015 catapulted it to global prominence. The campaign's debut video featured individuals of various ages and genders being asked to perform actions "like a girl." The responses revealed a stark contrast between the negative connotations associated with the phrase when expressed by older individuals, and the confidence and determination exhibited by young girls. This stark juxtaposition served as a powerful catalyst for change, challenging viewers to reconsider their perceptions of gender and identity.

Since its inception, the "Always #LikeAGirl" campaign has evolved into a widespread movement, transcending geographical boundaries and cultural barriers. Through social media, advertising, and community engagement initiatives, the campaign continues to inspire conversations about gender equality, representation, and empowerment on a global scale.

For women, the campaign holds significant meaning and resonance. It serves as a rallying cry to reclaim agency over their identities, defy stereotypes, and assert their worth in a world that often seeks to diminish them. By celebrating the inherent strength, resilience, and uniqueness of women, the campaign encourages individuals to embrace authenticity, pursue their passions, and challenge societal norms that seek to confine them.

The "Always #LikeAGirl" campaign represents more than just a marketing strategy; it embodies a movement for social change. By amplifying the voices and experiences of girls and women, the campaign strives to create a world where every individual can thrive, irrespective of gender. It is a testament to the enduring power of collective action and the transformative potential of reimagining what it means to be "like a girl.

Career women can draw valuable lessons from the "Always #LikeAGirl" campaign, leveraging its empowering message to navigate their professional journeys with confidence, resilience, and authenticity.

Embrace Confidence: The campaign highlights the importance of confidence in overcoming societal stereotypes and limitations. Career women can learn to embrace their capabilities and strengths, refusing to be undermined by preconceived notions or biases. By believing in themselves and their abilities, they can assert their value in the workplace and pursue their career goals with conviction.

Challenge Stereotypes: Just as the campaign challenges the negative connotations associated with doing something "like a girl," career women can challenge gender stereotypes prevalent in the workplace. Whether it's breaking through the glass ceiling or defying expectations in male-dominated fields, women can assert their presence and capabilities, paving the way for greater gender equality and representation.

Support Other Women: The "Always #LikeAGirl" campaign emphasises the importance of solidarity and support among women. Career women can uplift and empower each other by fostering a culture of mentorship, collaboration, and advocacy. By amplifying each other's voices and celebrating achievements, women can create a more inclusive and supportive professional environment where everyone can thrive.

Be Authentic: Authenticity lies at the heart of the campaign's message, encouraging girls to be true to themselves without conforming to societal expectations. Similarly, career women can embrace authenticity in their professional lives, staying true to their values, passions, and aspirations. By being genuine and unapologetic about who they are, women can cultivate fulfilling careers that align with their personal and professional goals.

Lead by Example: The "Always #LikeAGirl" campaign demonstrates the power of leading by example and inspiring others through actions. Career women can serve as role models for future generations by demonstrating resilience, determination, and leadership in their respective fields. By breaking barriers, advocating for change, and paving the way for others, they can leave a lasting legacy of empowerment and progress.

Career women can draw inspiration from the "Always #LikeAGirl" campaign to navigate the complexities of the professional world with courage, determination, and authenticity. By embracing confidence, challenging stereotypes, supporting each other, being authentic, and leading by example, women can redefine what it means to succeed "like a girl" and shape a more inclusive and equitable future for all