Always unveils next ‘Like a Girl’ ad, signs up Game of Thrones star Maisie Williams



Always has unveiled the second instalment of its ‘Like a Girl’ campaign, signing up Game of Thrones star Maisie Williams as an ambassador and launching a “confidence curriculum” for schools.

The new film runs in the same vein as the original ad. They feature a range of girls and young women outlining certain things they feel they ‘can’t’ do, according to social norms. One example used in the film is “rescue people”.

The P&G-owned sanitary brand has also collaborated with child psychologists and head teachers to construct a confidence teaching curriculum, which it will offer as part of its existing puberty education programme to schools.

Always has also partnered with video platform TED to create further inspiring videos to help young women become more confident.

British Actress, Maisie Williams, has lent her support to the cause. She said: “I love the way Like a Girl made me think, and I love the positivity it is generating.

“It has become more than a hashtag, it’s a movement. The message is, girl, you are amazing and you’re not alone.”

The new campaign marks a significant step up from the original Like a Girl, which lived primarily on social media. The film went viral after P&G decided to air the film during its Super Bowl ad slot.

Asked whether the new ad is likely to have the same impact, Roisin Donnelly, Brand Director for Northern Europe at P&G, told Marketing: “I expect a different impact. The first one was so surprising and so different and challenged the norms and it worked very quickly.

“This [one] will have an impact, but it won’t be the overnight YouTube number of views. It’s important to look at the partnerships.

“I think the impact with TED, creating deep content with the right people, will be extraordinary. There will be a depth of message.”

The ad concept stems from an Always survey of more than 1,000 young women in the UK aged between 16 and 24. The brand found 56% lose their confidence at puberty, often never recovering it during adulthood.

Lauren Greenfield, the Director of both ‘Like a Girl’ ads, said: “We hope this video allows a conversation where we can see our own boxes and imagine a world without them, and where girls can express themselves freely.”



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