BENEW Sandbox

Always: The First Of Our #BrandsWithPlans

At BENEW, we believe that with great power comes great responsibility, and it is the responsibility of corporations to be the change needed in the world. We call these "Brands With Plans," and the first of our #BrandsWithPlans is Always.

Last week, Always launched a viral video campaign with the debut of “#LikeAGirl” on YouTube. In one week the video had over 20 million views, and the numbers keep growing.

 The ad sheds light on the impact that the phrase “like a girl” has on adolescent girls’ self-confidence being that it has a negative connotation. Always proved this by asking the participants in their ad to run, throw, and fight “like a girl.” The results were less than inspiring—even when asked of grown women.

 The inspirational portion of the video begins when the same questions are asked of young girls who still perceive “like a girl” to mean they should run as fast as they can, throw as hard as they can, and fight as well as they can. Always then asks the question, “When did doing something ‘like a girl’ become an insult?”

 This ad campaign should inspire all of us to be mindful of what we say around young, impressionable girls. We want them to grow up seeing themselves as strong, capable, and independent women, and doing something “like a girl” should mean doing nothing less than your absolute best.

 Lauren Greenfield, filmmaker and editor of the #LikeAGirl video, said it best:  When the words 'like a girl' are used to mean something bad, it is profoundly disempowering. I am proud to partner with Always to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine 'like a girl' into a positive affirmation."

 What do you do #LikeAGirl? Stay tuned for blogposts featuring women who inspire us to be the best we can be by using their lives to empower others.