#LikeAGirl: How Always Redefined Confidence, Challenged - and Continues to Challenge - Gender Stereotypes

In 2014, Always launched the groundbreaking #LikeAGirl campaign, transforming a phrase once used as an insult into a powerful statement of confidence. By showcasing how societal stereotypes erode girls' self-esteem, the campaign struck an emotional chord, resonating with millions worldwide.

More than just an ad, #LikeAGirl became a movement, sparking conversations about gender equality, self-worth, and the importance of breaking down barriers in sports, business, and beyond. This blog explores the campaign’s impact, the broader importance of empowering teenage girls, and the lessons marketers can learn from its success.

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The #LikeAGirl Campaign: A Detailed Overview

The campaign's centerpiece was a compelling social experiment video directed by Lauren Greenfield. In this video, individuals of various ages and genders were asked to perform actions such as running, fighting, and throwing "like a girl." Older participants often depicted these actions in a stereotypically weak or silly manner. In contrast, younger girls executed the tasks with strength and determination, highlighting that the derogatory interpretation of "like a girl" is a learned societal bias. 

The video poignantly showcased how societal stereotypes can erode girls' confidence, especially during puberty - a critical developmental phase. By juxtaposing the uninhibited actions of young girls with the conditioned responses of older participants, the campaign emphasised the detrimental impact of such stereotypes on self-perception.

Insights into the Campaign's Success

Several factors contributed to the overwhelming success of the #LikeAGirl campaign:

Authentic Storytelling - The use of real people in an unscripted setting lent authenticity to the campaign, making it relatable and genuine.

Emotional Resonance - By addressing a universal issue -the decline in self-confidence among adolescent girls - the campaign struck an emotional chord with a broad audience.

Social Media Amplification - The campaign's strategic use of social media platforms facilitated widespread sharing and discussion, amplifying its reach and impact.

Challenging Societal Norms - By confronting and redefining a common phrase, Always positioned itself as a brand advocating for social change, resonating with consumers seeking purpose-driven brands.

Marketing expert Ryan Williams noted, "It has a clear goal and a clear target audience in teenage girls and maintaining their confidence. I believe that it is really effective in building brand loyalty because of the way it connects itself with a large societal issue."

The Importance of Boosting Confidence During Teenage Years

Adolescence is a pivotal period marked by significant physical, emotional, and psychological changes. For girls, this phase often brings heightened self-awareness and vulnerability to societal pressures, leading to a decline in self-esteem.

Research indicates that by age 14, girls' confidence levels drop significantly compared to boys. This decline can have long-term implications, affecting academic performance, mental health, and career aspirations.

Empowering young girls to maintain confidence during these years is crucial for several reasons:

Academic and Career Success - Confident individuals are more likely to pursue challenging opportunities and assert themselves in academic and professional settings.

Mental and Emotional Well-being - Higher self-esteem is linked to better mental health outcomes, reducing the risk of depression and anxiety.

Breaking Stereotypes - Encouraging confidence helps dismantle limiting gender stereotypes, promoting equality and diversity in various fields.

Challenging Prevailing Views: The Case of Former Australian Radio Host, Marty Sheargold

Despite progress in promoting gender equality, disparaging attitudes toward women's capabilities persist. A recent example involves Australian radio host Marty Sheargold who, in February 2025 - just over 10 years on from the #LikeAGirl campaign - made derogatory comments about the national women's soccer team, the Matildas.

Sheargold compared the Matilda's to "year 10 girls" and questioned the legitimacy of women's sports in general. Some of the comments Sheargold made during broadcast the were so offensive about women's sports we won't repeat them.

Sheargold's remarks were met with widespread condemnation from sports organisations, athletes, and the public. Football Australia stated that such comments "diminish the extraordinary achievements and contributions of our women’s national football team." Sheargold was fired by the radio station he made the statements on within a day of making the offensive comments. 

More broadly however, Sheargold's comments underscore the ongoing need to challenge misogynistic views in society - and support women's sports and achievements.

Hi comments highlight the importance of campaigns like #LikeAGirl in reshaping societal perceptions, empowering women to defy outdated stereotypes and be a beacon of confidence against underlying, but unfortunately for some, prevailing opinions.

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Lessons and Takeaways for Marketers

The success of the #LikeAGirl campaign offers valuable insights for marketers:

Align with Social Issues - Brands that authentically engage with relevant social issues can build deeper connections with consumers.

Authenticity Matters - Genuine storytelling resonates more with audiences than overtly scripted advertisements.

Leverage Digital Platforms - Utilising social media effectively can amplify a campaign's reach and foster community engagement.

Challenge Norms - Brands willing to challenge societal norms and encourage critical thinking can position themselves as leaders in social change.

Keep Going - The battle isn't won in a single flourish. It often takes multiple attempts, differentiated messaging and similar things with the same intent many many many times. If you know you're hitting your target audiences, keep going.

The Final Word

The #LikeAGirl campaign stands as a testament to genius marketing that transcends traditional advertising. By addressing a core societal truth - the impact of language on girls' self-esteem - Always not only promoted its brand but also sparked a global conversation about gender stereotypes.

This approach mirrors the success of other groundbreaking campaigns, such as Nike's 2012 Olympic campaign and Snickers' "You're Not You When You're Hungry" both of which tapped into fundamental human experiences to create memorable and impactful messages.

In an era where consumers seek authenticity and social responsibility from brands, campaigns like #LikeAGirl demonstrate the power of aligning marketing strategies with meaningful societal issues. Such initiatives not only drive brand loyalty but also contribute positively to cultural and social discourse, paving the way for a more inclusive and empowered future.

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