CLIENT
Procter & Gamble
Edgar Sandoval, Global Franchise Leader
Michele Baeten, Global Brand Manager
Tonia Lerod, Global Communications Director
AGENCY
Annette Sally, EVP Account Director
Karuna Rawal, Planning Director
A.J. Hassan, VP Creative Director
Judy John, Chief Creative Officer
Leo Burnett London
MSL Group
Angel Capobianco, Creative Copywriter
Amy Smith, SVP Director
Starcom MediaVest Group
Laura Cardenas-Garcia, Media Director
SUMMARY
Through #LikeAGirl, Always successfully connected on an emotional level with its toughest audience: women, 16-24. These women were inspired to help stop the drop in confidence at puberty that girls experience, which they had experienced themselves not long ago. Always successfully galvanized not only women, but opened up what was formerly a women's-only category to include others to join its cause. The campaign encouraged society to change the meaning of the phrase "Like A Girl" from an insult to an empowering message telling girls to continue doing amazing things.
