Always – #LikeAGirl
Through its Always brand, P&G was on a mission to take the commonly used insult “Like A Girl” and change its connotation to one that would mean downright amazing things. P&G enlisted MSLGROUP Canada to help transform the very definition of the phrase “Like A Girl” in the minds of Canadians.
Working closely with MSLGROUP Canada, Always set out to spark a conversation, challenging leading women’s lifestyle publications and news organizations, as well as prominent Canadian women and girls’ advocates to share the #LikeAGirl message with social influencers, to reach teen and female audiences. The Always campaign invited Canadian personalities, celebrities, parenting experts and athletes to support and share what they proudly do #LikeAGirl.