Campaign details

Brand: Always
Advertiser: Procter & Gamble
Lead agency: Leo Burnett/Arc
Category: Positive Change: Social - Brands

Executive summary

Always launched the #LikeAGirl movement in 2014 with the objective of stopping the drop in confidence girls experience at puberty by taking on culturally relevant, but social damaging issues.

This year we took on the stereotypical depiction of girls in emojis. By only showing girls wearing pink and doing their nails, these emojis subtly reinforced society's prejudices towards girls.

This campaign rallied girls around the world to demand non-stereotypical emojis which resulted in over 44 new inspiring emojis (1). The effect was more than new emojis; it challenged the way the world perceives what girls are capable of.

The Challenge Keep girls confident through puberty and beyond – give positive, substantive meaning to emojis like we gave positive, substantive meaning to #LikeAGirl