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.