How Did  #LikeAGirl Go from Insult to Inspiration?

Karuna Rawal talks about her celebrated “Like a Girl” campaign for Always that aimed to challenge the negative stereotype associated with the phrase “like a girl.” It shifted the brand from a functional product to one that understood and empowered young women.

In the advertising world, few campaigns have resonated as deeply and broadly as the “Like a Girl” campaign. What began as a small, time-pressured project quickly transformed into a cultural phenomenon that redefined how we perceive and use language.

Finding the Strategic Nugget: Confidence and Puberty

As a strategist, Karuna’s first step was to delve into the brand’s existing data. The team working on the campaign discovered a crucial insight—the concept of confidence, which plays a pivotal role during puberty when the “Always” brand enters a girl’s life.

This discovery became the foundation of the campaign’s strategy. The goal was to shift the perception of the brand from “my mom’s brand” to one that truly understands and supports young women.

The Creative Execution: Making ‘Like a Girl’ a Positive Force

The team knew they didn’t want to alienate or accuse anyone. Instead, they aimed to make people realise their unconscious biases. The phrase “like a girl” had been used in a derogatory manner by both men and women. According to Karuna “We were all guilty of using ‘like a girl’ in a negative way, women included.” The campaign sought to challenge that norm.

The campaign featured young girls sharing what “like a girl” meant to them. For many, it was about embracing their identity and rejecting the notion that doing something “like a girl” was inferior.

One of the most powerful moments in the campaign was when a young boy, after being challenged about his use of the phrase, realised its negative connotation. This moment of awakening was a microcosm of the larger cultural shift the campaign aimed to ignite.

Changing Culture, Not Just Branding

The campaign did more than just boost brand equity and sales; it changed culture. It highlighted how creativity in advertising can go beyond commercial success to influence societal behaviour.

The campaign quickly gained traction, surpassing milestones of views and sparking conversations worldwide. The team watched in awe as the “Like a Girl” movement took on a life of its own, with millions of people engaging in the dialogue it started.

The success of “Like a Girl” lies in its ability to redefine a common phrase and shift societal attitudes. What was once an insult became a badge of honour, thanks to a campaign that encouraged people to rethink their language and its impact. “Doing something ‘like a girl’ should be a mark of pride, not a source of shame.”

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