Agency: Leo Burnett Chicago
Chief Creative Officer: Judy John / Creative Directors: A.J. Hassan / Writers: AJ Hassan / Agency Producer: Adine Becker, Tony Wallace
Director: Lauren Greenfield / Production Company:
Editor: Kathryn Hempel/Cutters
Planners: Kara Yang, Rachel Darville, Kristin Hayward / Account Management: Annette Sally, Lisa Bamber, Katie Nikolaus, Sarah Kaminsky, Shaina Holtz, Rachel Perzek
Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty's really no picnic either, it's easy to see what a huge impact it can have on a girl's self-confidence.
We're kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing.
"In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand," said Lauren Greenfield, filmmaker and director of the #LikeAGirl video. "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."
So tell us... what do YOU do #LikeAGirl?