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Always
Like A Girl Emojis

RAN IN: United States, Canada

CLIENT
Procter & Gamble

AGENCY
Leo Burnett/Arc *Lead Agency


Starcom


SUMMARY

Always launched the #LikeAGirl movement in 2014 with the objective of stopping the drop in confidence girls experience at puberty by taking on culturally relevant, but social damaging issues. This year we took on the stereotypical depiction of girls in emojis. By only showing girls wearing pink and doing their nails, these emojis subtly reinforced society's prejudices towards girls.We rallied girls around the world to demand new, non-stereotypical emojis. 

CASE VIDEO


Hero Medium: SOCIAL MEDIA

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);INTERNAL MARKETING;PR;SOCIAL MEDIA

Audience: Teens (13-20)

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English