Always, the feminine hygiene brand from Procter & Gamble, just released a new #Likeagirl ad that asks girls, “Have you ever been told because you’re a girl, that you should not do something?” Unfortunately, the girls in the ad answer “yes” and “all the time.” In the commercial, Always points out a sobering statistic: 72 percent of girls feel that society limits them. The girls are then asked to write the ways they feel limited on cardboard boxes, and to stack them up and to destroy them however they want, and are told they are unstoppable. Quartz reports that Always also announced a new partnership with TED, to create “confidence-inspiring content” for young women. This ad comes as part of a new wave of positive advertising, targeting young women and mothers not only as customers, and aiming for social change. This new ad follows Always’ #Likeagirl Super Bowl ad which received widespread praise and won big at the Cannes Lions International Festival of Creativity for pointing out the sexism inherent in the phrase.
Read the full story at Quartz.