P&G looks to co-creation as it rolls out next phase of ‘Like A Girl’

P&G is partnering with TED and encouraging fans to create their own content as it rolls out the next phase of its Always ‘Like A Girl’ campaign with a global video.

The “Unstoppable” video, which has already received over two million views since going live yesterday (7 July) in 25 markets globally, is part of an effort to “drive the change further” following the success of “Like A Girl”.

The first wave of the campaign, launched a year ago, was an effort to change the meaning of the phrase “like a girl” from an insult to a positive.

It has currently garnered over 58 million views on YouTube and received 12 billion impressions globally according to the brand, which claims it turned “from a video to a movement”.

Further, the brand claims that while only 19% of girls had a positive association to the phrase before, 76% no longer heard it as a negative six months after the campaign launched.

Now, the brand says it wants to “do more than drive awareness” and play “an active role in finding the solution” to the fact that 66% of girls aged 16-24 in the UK still feel held back by society.

Encouraging co-creation

Speaking in London at one of nine global Like A Girl Confidence Summits yesterday (7 July), P&G brand director Roisin Donnelly told Marketing Week that Always is encouraging co-creation.

She said the last campaign saw a large amount of user-generated content and schools getting involved by renaming sports days to the likes of “Run Like A Girl”.

“You’ll see a lot more content this time. We’re working with people and encouraging them to create their own.”

Roisin Donnelly, P&G brand director

The brand is working with TED to develop content through a “Lessons Worth Spreading” programme to “teach confidence to young people”.

Game of Thrones star Maisie Williams has also come on board as an advocate of the campaign to help spread the “movement”.

Always is also launching a free schools programme and confidence teaching curriculum to help staff talk to girls about empowerment “at the right stage” and starting an Awards Scheme to reward “unstoppable girls across the country”.

“You have to have real insights,” Donnelly said. “It’s not about telling people what to do, it’s listening to people. When we listen to consumers then we win.”

She added that the new phase also comes at an important time for promoting diversity.

“I think there’s something in the air about gender equality,” she said, adding that while only 3% of creative directors are women, the brand looks for diversity on its agency teams and believes it’s important to work with both men and women.

She concluded: “I don’t think it’s a coincidence this campaign was directed by a woman”.