When Did #LikeAGirl Become An Insult?

"In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand. 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."

For documentarian Lauren Greenfield, the chance to collaborate with Leo Burnett and P&G’s Always brand gave her a chance to confront the kind of seemingly ‘harmless’ gender stereotypes that can undermine the strength and confidence of young girls.

The #LikeAGirl campaign from Leo Burnett Chicago, Toronto and London demonstrates how the commonplace insult ‘to do something like a girl’ can radically alter girls perception of their abilities, particularly through awkward adolescence.

In the film Greenfield, who directed the fantastic financial crash documentary Queen of Versailles, asks young adults and boys to perform a series of actions ‘like a girl’. Plenty of camera-friendly clowning ensues. When she gives the same directions to a selection of small girls, the reaction is startlingly different.

The campaign has been devised for feminine hygiene brand Always to “make sure that girls everywhere keep their confidence throughout puberty and beyond”.