Always® Uses Super Bowl Stage to Redefine the Meaning of “Like a Girl”

Always, the worldwide leader in feminine care and Official Sponsor of Super Bowl XLIX, will debut a 60 second version of its influential #LikeAGirl video during the Super Bowl on Sunday. Launched last summer, the #LikeAGirl video shed light on the power of words and how the commonly used phrase “like a girl” – often used as an insult – can have a significant effect on girls’ self-confidence. With more than 100 million people watching the Super Bowl, Always wants to ask girls, women, boys and men across the country and around the world to help make #LikeAGirl mean amazing things.

Always, the worldwide leader in feminine care, is continuing to change the negative perception of the phrase to make "like a girl" mean amazing things. Always will debut a 60 second version of its influential #LikeAGirl video at Super Bowl XLIX. (Photo: Business Wire)

“Since its launch, we have been overwhelmed by the support for the #LikeAGirl video and encouraged by the positive impact it has made so far. When people watch the video, we know it changes their perception of the phrase ‘like a girl’ – and it makes a difference for girls’ confidence,” said Fama Francisco, Vice President, Global Always. “We feel so strongly about this, that we’re now taking this message to a bigger stage, the Super Bowl, so even more people can join us to champion girls’ confidence and change the meaning of ‘like a girl’ from an insult into something positive and amazing.”

The #LikeAGirl mission started with a profound insight – that more than half of girls experience a drop in confidence during puberty and many of them never fully recover. Harmful words can add to that drop in confidence. That’s why Always took a first step last summer by releasing the “Like a Girl” video, and it’s already making a difference. Prior to viewing the film, only 19 percent of girls had a positive association toward the phrase “like a girl.” A recent study shows that after watching the video, 76 percent of girls ages 16-24 no longer see the phrase “like a girl” as an insult, and two out of three men who watched said they would stop or think twice before using “like a girl” as an insult.

Since the launch of the #LikeAGirl video, it has been viewed more than 80 million times in 150 countries and shared by more than 1.5 million people around the world. Even so, only half of American girls, and even fewer men and boys, have seen the film. Always is using the Super Bowl to help spread the message to a broad audience to help redefine the meaning of “like a girl.”

Inspired by the thousands of girls who wrote in and showed what they do like a girl, Always is sending Karlie Harman to this year’s Super Bowl. The Always team saw Karlie’s story through the “Together We Make Football” campaign and was so moved they decided to bring her to Phoenix as an Always “Like a Girl” ambassador. Karlie, 15, is a quarterback and the only girl on her football team in Northern Virginia, an NFL “Together We Make Football” finalist, a veteran’s charity founder, and a perfect example of a girl who can run, throw and amaze everyone #LikeAGirl on and off the field. In addition to giving her a once-in-a-lifetime experience with the sport she loves, Always hopes Karlie’s story will inspire other girls to make “like a girl” mean amazing things.

“I love football so I never thought twice about being the only girl on the team, even though there were lots of people who doubted my ability to play just because I’m a girl. I’m lucky for the support of my family and friends, who encouraged me to follow my dreams no matter what,” said Karlie Harman, teen football player. “I am so excited to be going to the Super Bowl to represent Always and spread the message about #LikeAGirl so that girls everywhere can be proud of doing things #LikeAGirl.”

During Super Bowl XLIX, Always hopes that those watching will share the video and show the amazing things they do #LikeAGirl.

To watch the #LikeAGirl ad, click here: http://youtu.be/yIxA3o84syY.

About Always

Always®, the world's leader in feminine protection, offers a wide range of feminine pads, wipes and pantiliners designed to fit different body types, period flows and preferences. The Always line of feminine products includes Always Infinity™, Always Ultra Thins, Always Maxis, Always Pantiliners and Always Feminine Wipes. For more than 30 years, Always has been empowering girls around the world, reaching nearly 20 million girls annually across 65 countries with the Always Puberty Education Program. Please visit www.always.com for more information.

About Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

Survey Methodology

The Always Confidence & Puberty Wave II Study was conducted using the Research Now Panel that surveyed a total of 1,800 Americans (1,300 American females aged 16 to 49 years old and 500 American males aged 16 to 49). There was a nationally representative sample group of 1,000 females and 500 males as well as an additional boost of 150 African American and 150 Hispanic American females ages 16 to 24. The survey was implemented between the dates of December 5, 2014 through December 12, 2014.

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