WASHINGTON– A powerful new ad campaign challenges sexist stereotypes and urges young girls to just be themselves.
The video, a product of Procter & Gamble’s, female marketed product line Always, asks men, women and boys to “run like a girl and throw like a girl”.
Their attempts to act out the request are insulting and it is not until young girls are asked the same questions that you feel a cheer coming on.
The campaign is strong, true and honest, exactly the message director Lauren Greenfield hoped for. Greenfield, who directed the 2012 documentary Queen of Versailles, wants young girls make their own argument about the term “Like a Girl”–showing their strength and their smarts. The term takes on a negative meaning for most girls and hits hard when they enter puberty and self-esteem is harder to come by.
The video has been seen by millions. It follows in the footsteps of similar campaigns by Dove, letting the consumer take on real organic issues as opposed to simply talking about soap, shampoo or feminine products.
As to whether the campaign will take hold, P & G spokesperson Tania Elrod says, “we hope people will take a stand to turn ‘Like a Girl’ into a phrase that represents strength, talent, character and just down right amazing-ness.”