New campaign wants to change what #LikeAGirl means

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

Shadan Larki

Shadan Larki

Shadan Larki is a former contributor to the Daily Dot specializing in politics and pop culture. Her bylines have also appeared in USA Today.