Always releases new “Like a Girl” video with Olympic hockey athlete Hilary Knight
“Always #LikeAGirl – Stronger Together” is the name of Always’ new spot that continues its mission to build confidence in girls going through puberty.
The brand released a spot last summer that aired during the Super Bowl this year that shed light on the power of words and how the phrase “like a girl” can have detrimental effects on a girl’s self-confidence.
The latest spot is in celebration of International Women’s Day, Sunday 8 March. It features a number of girls around the world who are proud of what they do “like a girl,” including girls playing sports, doing chemistry, and calculating math problems.
Fama Francisco, vice president of Global Always, said in a statement that the outpouring of support for the campaign after the Super Bowl and over the past nine months has helped change the phrase “like a girl” to mean amazing things.
“The theme of this year’s International Women’s Day is ‘Make It Happen’ and that’s exactly what girls are doing by rewriting the meaning of #LikeAGirl,” she added.
Hilary Knight, American Olympic hockey player, stars in the latest video. “Being a female athlete, I’ve always been sensitive to the phrase ‘Like a Girl,’ especially when I was growing up and was told I couldn’t play with the boys,” she said, adding that now she is playing hockey with some of the best male hockey players in the world.
The campaign originally launched in June 2014. The initial video has been viewed more than 85 million times in 150 countries.