CLIENT
Procter & Gamble (Guangzhou) Ltd.
Huang Blair, 公关传播经理
Red zhang, 宝洁传播与公关部总监
AGENCY
何婉莹, 策略总监
何婉莹, 客户总监
雷仲裕, 灵思云途业务合伙人
SUMMARY
Puberty girls lack self-confidence while facing physical changes, but they have never received social attention. With this insight, the biggest female care brand Always launched this global campaign called “Like A Girl” in 2014, which aims to empower girls when they are in puberty.
When it comes to the localization in china in 2016, Whisper LikeAGirl was a little charitable case intending to help girls in deprived areas. However, we got many responses from the society, most of which are good voices. With a lot of support, this campaign led to an internet sensation. We gained sufficient financial support and we decided to expand the scale from simply focusing on puberty of girls' in remote villages to all the girls' around our nation, from physical health care to mental health care. For example, we invited many female influencers including Diliraba（） to be our ambassadors. Leveraging her 40 million followers on her social media, we designed a campaign to encourage her and her fans to change their profile pictures into the ones when they were about 12 years old, so that they can regain the courage before their puberty and be a "crazy kid" again. Besides, more and more girls NGO and NPO such as the UN WOMEN joined in this girls’ movement.
LikeAGirl campaign keeps moving and influencing these 5 years. Thus far, we already influence more than 85% puberty girls in China. LikeAGirl is not only a brand campaign, but also a charity brand.
