On the video.- The “Unstoppable” campaign. Any problem to watch it?, clic here
Always continues its mission to stop the drop in girls’ confidence beginning at puberty through the launch of Always “#LikeAGirl Unstoppable” video by Leo Burnett Toronto and Chicago.
The campaign, based on new data uncovered in the recent Always Confidence and Puberty Survey, challenges girls to smash the limitations placed on them by society that hold them back from being unstoppable.
With the launch of #LikeAGirl “Unstoppable,” Always introduced a Global Confidence Teaching Curriculum to benefit millions of girls around the world.
The video was unveiled during the global Always #LikeAGirl Confidence Summit today in New York City. There the P&G brand released an infographic based on the findings in the Always Confidence and Puberty Survey.
Limitations “on boxed”
In the video, the limitations imposed to the girls are visualized as boxes. The girls are asked to write on the boxes what holds them back. They wrote things such as “girls aren’t allowed to rescue” and “girls are supposed to be so ‘la-dee-da’ all the time,”. Then the girls were asked what they wanted to do with those boxes. They anser they want to destroy or smash the limitations, symbolized by the boxes, and feel liberated after getting to do just that.
Some of the insights at the base of the campaign
The 56% of the 50 million girls entering puberty every year around the world lose confidence and many never fully recover.
A 53% of girls aged 16 to 24 years feel they lacked the confidence to do whatever they wanted to do after puberty.
To watch the whole infographyc, clic here
A 89% of girls feel there is pressure for girls to conform to the way a girl is aupposed to feed and act.
The 79% of girls who beleive society puts girls in boxes believe that ,if society stopped pressuring girls, they would be more confident.
Those are some of the insights at the base of the new creative twist for the #LikeAGirl message, that are included in the Always Confidence and Puberty Survey and on teh infographic released today by Procter & Gamble.
Collaboration with TED
Finally, with the launch of #LikeAGirl “Unstoppable,” Always introduced a Global Confidence Teaching Curriculum . The objective is benefitting millions of girls around the world.
The curriculum is based on the latest research on confidence building and is being co-developed by Always and education-thought leaders and experts.
TED is also joining the #LikeAGirl mission as a Confidence Teaching Partner and willl develop ED-Ed educational videos to be released worldwide.
Building on #LikeAGirl’s success
P&G Always launched #LikeAGirl, created by Leo Burnett Toronto, London and Chicago and directed by esteemed gender documentarian Lauren Greenfield. The online video became viral, charged its way into the Super Bowl as the lone feminine care brand in the usal room of cars and beer and was, most recently, was presented 14 lions in the latest International Festival of Creativity, Cannes Lions 2015.
“We never could have imagined the way this piece would connect and become a rallying cry for female empowerment,” said Lauren Greenfield at Cannes Lions 2015
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