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When Did 'Run Like a Girl' Become an Insult?

P&G's Always Brand Aims to Change Perception

Editor's Pick

Why do women apologize all the time? And why is the same behavior perceived differently depending on whether it's a man or a woman doing it? The P&G brand has been tackling these issues for a while. Now, it turns its focus to teenage girls, to show how attitudes about what it means to be a girl can change over time.

In a film by Leo Burnett Chicago and "The Queen of Versailles" creator Lauren Greenfield, the Always brand asked adult women and a little brother to show the camera what it meant to run, fight, or throw like a girl. As expected the results show them running wildly, flailing their arms, or exhibiting a weak arm. Then, it asked the same questions to pre-pubescent girls. They, on the other hand, run fast, and throw strong. The film comes after brand-commissioned research found that half of girls report a drop in confidence after they get their first period.

Read more about how the effort seeks to change how girls view themselves, and how this helps Always in a category where brand loyalty is paramount.

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Jun 26, 2014
Leo Burnett Chicago
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