Always' like a girl

Definition

The phrase 'always like a girl' refers to a powerful marketing campaign by Always, a brand of feminine hygiene products, aimed at challenging societal stereotypes about femininity and strength. The campaign's messaging encourages girls and women to embrace their identity and capabilities, promoting the idea that doing things 'like a girl' should be seen as positive rather than negative.

5 Must Know Facts For Your Next Test

1. The 'always like a girl' campaign launched in 2014 and quickly went viral, generating millions of views and discussions about gender stereotypes.
2. The campaign featured a powerful video showing how the phrase 'like a girl' is often used as an insult, contrasting it with how young girls view themselves before puberty.
3. Always partnered with various organizations and influencers to promote the message of confidence and empowerment among young women.
4. 'Always like a girl' not only aimed at product sales but also sought to create a cultural shift in the perception of female strength and identity.
5. The campaign won numerous awards for its impactful messaging, including recognition at major advertising festivals for its innovative approach to social issues.

Review Questions

• How did the 'always like a girl' campaign change perceptions of gender stereotypes in advertising?
  • 'Always like a girl' transformed the conversation around gender stereotypes in advertising by directly addressing the negative connotations associated with doing things 'like a girl.' The campaign highlighted how these stereotypes impact self-esteem and confidence in young women. By showcasing girls' strengths and abilities, it encouraged consumers to rethink their perceptions and supported a broader movement for gender equality in media representation.
• In what ways did the 'always like a girl' campaign align with feminist principles, and how was it received by audiences?
  • 'Always like a girl' aligned with feminist principles by advocating for women's empowerment and challenging harmful stereotypes. The campaign resonated with audiences as it encouraged women to embrace their identity without shame. The positive reception reflected a growing desire for authentic representations of women in media, fostering dialogue about gender equality that extended beyond just product marketing.
• Evaluate the long-term impacts of the 'always like a girl' campaign on both consumer behavior and brand identity within the context of modern advertising.
  • 'Always like a girl' has had significant long-term impacts on consumer behavior by fostering brand loyalty among those who value social responsibility and progressive messaging. It has also influenced how brands approach marketing by integrating purpose-driven narratives that resonate with their target audience. This shift reflects an ongoing trend where consumers expect brands to engage with social issues authentically, shaping their overall identity in an increasingly competitive market.

Related terms

Feminism: A social and political movement advocating for women's rights and equality between genders.

Stereotypes: Oversimplified and widely held beliefs about a particular group, often leading to misconceptions and bias.

Empowerment: The process of gaining freedom and power to do what one wants or to control what happens to oneself, often associated with marginalized groups.