Always – #LikeAGirl

The Challenge

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.

The Solution

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.

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Published: December 7, 2020