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'Like a girl' is an insult, right? Not to these young ladies

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In 1985, Courteney Cox was the first person to say the word “period” on TV when she starred in a Tampax commercial. Now commercials for feminine products have become commonplace in television advertising, showcasing the comedy, drama, and inherent awkwardness of “that time of the month.”

The latest effort, reminiscent of Dove’s Real Beauty campaign,  Always’ #LikeAGirl aims to boost female self-esteem which plummets after puberty, according to the video.

The video’s narrator  asks teenagers to run, throw, and fight like a girl, then repeats the process with young girls to gauge what it means to do something “like a girl”.

“Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence”, says Always’ website. The campaign encourages women to and “tweet all the amazing things that you do #LikeAGirl to us @Always!”

Screenshot via Always/YouTube