Procter & Gamble

News Releases

See all releases

Always® Releases New #LikeAGirl Video in Celebration of International Women’s Day

March 3, 2015

Together with Millions of Girls Around the World, Always is Determined to Make #LikeAGirl Mean Amazing Things Today and Every Day

Today, in celebration of International Women’s Day, Always, the leader in global feminine care, released a new video entitled “Always #LikeAGirl – Stronger Together,” to help continue its mission to build girls’ confidence at puberty and take a stand to make the phrase #LikeAGirl mean amazing things. Leading up to International Women’s Day on March 8th, a day to appreciate and celebrate women’s achievements, Always wants to appreciate and celebrate the millions of girls sharing and showcasing the things they proudly do “like a girl” to inspire young girls everywhere to be downright amazing, today and every day. Click here to watch the new video and be inspired.  

The Always #LikeAGirl campaign launched in June 2014, and it shed a 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. The #LikeAGirl viral video has been viewed more than 85 million times in 150 countries and shared by more than 1.5 million people around the world.

“The theme of this year’s International Women’s Day is ‘Make It Happen,’ and that’s exactly what girls are doing by rewriting the meaning of #LikeAGirl,” said Fama Francisco, Vice President, Global Always.  “The Always #LikeAGirl video has generated a movement that has inspired so many, and we would like to thank everyone who has joined in this journey to change the meaning of the phrase #LikeAGirl into something amazing.”

The #LikeAGirl campaign has demonstrated the profound effect the phrase “like a girl” can have on girls’ self-confidence, but it has also inspired a movement and has started to change public perception. In fact, before the Always campaign, research shows only 19 percent of girls ages 16 to 24 had a positive association with the phrase “like a girl.”* After watching the #LikeAGirl video, 76 percent of girls 16 to 24 agree they will no longer view “like a girl” as an insult, and 8 out of 10 women (81 percent) say the video can change the way people think of the stereotypes surrounding women’s physical abilities, according to the Always Confidence & Puberty Wave II Study conducted in the U.S.

The Always survey also shows the campaign is affecting men and their behavior. Two out of three men say they would stop or think twice about using the phrase “like a girl” as an insult after watching the #LikeAGirl video.

Always has been empowering girls through puberty education for over 30 years, reaching up to 20 million girls globally every year. With this new user generated video, Always continues to champion girls’ confidence by taking a stand to turn #LikeAGirl into a phrase that represents the strength, talent, character and downright amazingness of every girl.

The Always #LikeAGirl movement is being fueled by the millions of girls around the world who are changing #LikeAGirl to mean incredible things. Always is encouraging girls to keep doing and sharing what they proudly do #LikeAGirl, because it’s working. This International Women’s Day, take a picture, shoot a video or send a message using the hashtag #LikeAGirl to celebrate the unlimited potential of girls. Together, let’s show young girls everywhere that doing things #LikeAGirl really is downright amazing.

Additional Always Puberty & Confidence Wave II Study Key Findings

  • After seeing the #LikeAGirl video, most people (76 percent of women ages 16 to 24 and 59 percent of men) said the video changed their perception of the phrase “like a girl.”
  • The majority of women (67 percent) who were aware of the #LikeAGirl video agree that the perception of the phrase should be changed, while less than half (49 percent) of those unaware of the video agree.
  • More than 60 percent of women aware of #LikeAGirl video agree that if everyone started using “like a girl” as a positive phrase rather than an insult, girls would be more confident, compared with only 50 percent of the women not aware of “like a girl” video. 

*Data pulled from Wave I Study

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. The survey was implemented between the dates of December 5, 2014 through December 12, 2014.

The Always Confidence & Puberty Wave I Study was conducted using the Research Now Panel that surveyed 1,300 American females aged 16 to 24 years old. There was a nationally representative sample group of 1,000 females as well as an additional boost of 150 African American and 150 Hispanic American females. The survey was implemented between the dates of May 22, 2014 through May 28, 2014.

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. Please visit 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 for the latest news and in-depth information about P&G and its brands.

Saamia Razvi, H+K Strategies T: 0207 973 4438 Rebecca Bonnar, H+K Strategies T : 0207 413 3158

Multimedia Files:

See all releases