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Viral Now: Like A Girl

By Devesh Gupta , afaqs!, New Delhi | In Digital | July 03, 2014
P&G's Always has produced a video that questions people about their interpretation of the phrase, 'Like A Girl'.

The phrase 'like a girl' is mainly used as a taunt when people want to be insulting. P&G's female product brand Always has produced a video setting the record straight. Set in a studio, the director asks several young women - and a couple of boys - to throw, run and fight like a girl.

The new 'Like A Girl' campaign from Always

In their first attempt, most mimicked the actions in a feeble manner that was almost insulting to girls. So does the phrase 'Like A Girl' means weakness? Many people in their testimonials confessed that the phrase actually meant weakness and insult. A boy even mentioned that the phrase was insulting, and that he would not use it on his friends.

The video basically aims at asking "When did doing something 'Like A Girl' become an insult?" In the second half of the video, the director asks pre-pubescent girls to repeat the same tasks. They confidently execute the actions of running, throwing, fighting or kicking. Realising their mistake, several women went for it a second time, this time with a much stronger and confident effort.

The testimonies at the end from several women actors tell that whatever they do, they do it like a girl and are not ashamed of it. The video's underlying message is that a girl's confidence reduces during puberty and that Always wants to change that. It has done that by taking that question to an altogether different level by raising a question to all.

Amanda Hill, brand director, Always, P&G, had this to say, "The goal is to turn the phrase 'like a girl' from being an insult to being a real compliment and boost self-confidence. We're hoping we can really start a movement." The video is created by Leo Burnett's Chicago, London and Toronto offices. The brand is also running a campaign titled #LikeAGirl on the social media.

Always is a brand of feminine hygiene products, including maxi pads, pantiliners, and feminine wipes, produced by Procter & Gamble. The product is sold under different names in different geographies.

(Viral Now is a section about videos that are catching people's fancy on social media).

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