In the run up to the Olympic Games, Procter & Gamble (P&G) has signed cyclist Laura Trott as an ambassador for its long-running #LikeAGirl campaign. The partnership came after the FMCG-giant found that nearly two-third of girls want more female role models in sport.
“The Olympic Games is a time when - all around the world- female sports participation is elevated in the public eye, and for that reason, we could not think of a better moment to drive awareness of the critical role sport play in building girls’ confidence,” said Michele Baeten, associate brand director and Always #LikeAGirl leader at P&G.
“We will rally and unite Olympic athletes, the International and National Olympic Committees and other organisations, to spark a change and inspire a world in which every girl truly feels that she can play sport and will Keep Playing #LikeAGirl!”
It comes after P&G released the latest installment of the #LikeAGirl adverts last month, which aimed to encourage girls to 'Keep Playing'.
Always partnered with Academy Award-nominated documentary filmmaker Nanette Burstein for the ad (shown above) in which it asked girls about their athletic experiences, the challenges and the benefits, what helped them stay in the game, or what led them to quit.
Already it’s had nearly 12m views on YouTube alone.
For Olympic gold medalist Trott, the campaign struck a chord: “That’s why I am proud to be supporting the Always #LikeAGirl mission to help stop the drop in confidence girls experience at puberty," she said.
"Sport really is one of the strongest confidence building activities and as a female athlete competing in the Olympic Games I want to encourage and inspire girls everywhere to keep playing #LikeAGirl and never quit.”