P&G challenges what it means to be #LikeAGirl


60-sec video to air at Super Bowl

P&G is due to air a 60-sec video during the Super Bowl held on 1 February to promote its #LikeAGirl campaign.

The campaign is linked to P&G’s brand Always, which is the official sponsor of Super Bowl XLIX.

The campaign aims to shed light on the power of words and how phrases such as ‘like a girl’, often used as an insult, can significantly affect girls’ self-confidence.

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Fama Francisco, Vice President, Global Always, said: “Since its launch, we have been overwhelmed by the support for the #LikeAGirl video and encouraged by the positive impact it has made so far. When people watch the video, we know it changes their perception of the phrase ‘like a girl’ – and it makes a difference for girls’ confidence.”