Ever used the phrase “You do this like a girl!” Well, this commercial seen during the Super Bowl had this message loud and clear. For young girls, confidence plummets during puberty and many never fully recover. Always is on an epic battle to end that by changing the meaning of the phrase #LikeAGirl from an insult to mean downright amazing things. It’s inspiring to us, knowing that our original film started to change perceptions. But that’s not enough. We need to reach more girls, women, boys and men—to spread the word big time.
This ad was produced by “Always”. According to the LA Times, a spokesman from the company said, The commercial wasn’t really to increase the “confidence” of girls, as it said. It was, rather, to render the phrase “like a girl” off-limits in polite public discourse. “Like a Girl” is the new “Ban Bossy” (that campaign launched last year by Facebook Chief Operating Officer Sheryl Sandberg). The idea is that if you ban the word or phrase, somehow the underlying conduct will disappear — because the “conduct” in question consists only of a stereotypical misconception. The aim of “Like a Girl” isn’t to raise girls’ self-esteem. It’s to police everybody else’s language.
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