New campaign wants to change what #LikeAGirl means

What does #LikeAGirl mean to you?


Shadan Larki


Published Jun 27, 2014   Updated May 31, 2021, 1:36 am CDT

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.”

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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.

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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

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*First Published: Jun 27, 2014, 8:15 am CDT