Always: "Keep Playing #LikeAGirl" Campaign By: Katelyn Hogan, University of Louisville


History & Background of Always

Always is a brand of various feminine hygiene products produced by Procter & Gamble. These goods are produced and sold throughout many countries and have been since 1983, when a woman named Bethany Holroyd founded the brand. Always stands by their customers by emphasizing that they care about their safety. They continue to provide products that are comfortable and have gone through extensive safety testing, eventually being approved by physicians, scientists, and other health professionals.

67% (of girls) feel that society does not encourage them to play sports

Overview of "Keep Playing #LikeAGirl" Campaign

See it for yourself here!

The “Keep Playing #LikeAGirl” campaign is inspired by the phrase “girls shouldn’t play that sport”. It is also inspired by the stigma behind female sports including: lower female athlete salary, half filled arenas and stadiums, and lower ticket prices to sporting events. A spokesman from Always describes: “Today 7 out of 10 girls feel they don’t belong in sports so it’s really no wonder that over half quit sports around puberty, at a moment where their confidence plummets and they are trying to conform to societal expectations” (Always #LikeAGirl – Keep Playing, 2016).

The purpose of this campaign is to reverse that thought. Through this campaign Always is promoting athleticism, confidence, and strength in young women and encouraging them to find something that they love, and stick with it, especially if it is a sport. They want to “rewrite the rules” (Always: About Us) and keep girls in sports. Always has devoted a lot of time empowering girls by educating them about puberty, so they can feel confident about that stage of their life. This is why they are fighting to prevent this stigma that eliminates confidence.

Rewrite the ruleS...Keep Playing Girls!

Summary & Reflection

In conclusion, yes this works, this is a very successful campaign. I was encouraged and very moved when I saw this campaign. I had previously followed other Always #LikeAGirl campaigns, and I have great respect for their message in all of them. I specifically respect the timing of this campaign related to their partner, The Olympic Games. This allowed women to watch and have a new perspective of the 2016 Summer Games.

I also appreciate the innocence of these girls and how confident they are at such a young age. However, I feel that it is time to move this campaign in a different direction and begin to focus on women, specifically college women and mothers. This age range proves challenges, life changes, and stressors, which have an effect on the confidence of these females as well. I see an opportunity for emphasizing it more by relating their brand to the individuals who have been their longest potential supporters and customers.

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