Always: #LikeAGirl

Agency: Leo Burnett Toronto

Brand: Always
Advertiser: Procter & Gamble
Country: Canada

Creative effectiveness

Always comes into a girl's life during a big emotional turning point in her development: puberty.

It's the most confusing and embarrassing time in her life. The time when her confidence takes a dramatic nosedive.

For 30 years, Always was committed to its purpose – to champion girls' confidence by educating them during the critical time of puberty. But no one knew this because we weren't talking about it.

As the category leader in feminine hygiene1, Always plays a functional role in making periods easier with its superior protection. But could a pad brand do more? Could Always help protect a girl's confidence too? We wanted girls to not just survive puberty—but to thrive, and emerge on the other side as strong, capable and confident women.