Tools to Change Girls’ Perceptions

P&G, the company behind brands like Always, Pampers, Pantene, Secret and Venus, believes one of the strongest forces for change in our society comes from within each and every woman. By helping women strengthen their confidence – from adolescence to adulthood – we can empower them to change the world.

While only 19% of girls had a positive association with the phrase “like a girl” before the campaign, 76% agree they no longer view the phrase as an insult after watching the Always #LikeAGirl film.

With its’ global reach and investments in emerging markets, P&G is uniquely positioned to engage millions of girls and women around the world by offering school-based health programming and teaching confidence-building skills. Several P&G brands have created campaigns and programs that help address the challenges to building confidence commonly faced by girls and women. The company believes in the power of positive messaging in society to lift women and girls to see their full, unstoppable potential.


For the last 30 years, Always, the leader in global feminine care, has empowered young girls to better understand their bodies and the complex, transformative time of puberty. Always’ puberty education program reaches up to 20 million girls a year in 65 countries. In 2014, new Always research revealed that girls experience a drop in confidence at the start of puberty with their first period. Stopping the drop in confidence became Always’ mission.

In June 2014, Always launched the #LikeAGirl campaign with a video that shows how harmful messages can contribute to lower self-confidence. The film has been viewed more than 90 million times across the globe. Millions of girls have rallied to change #LikeAGirl to mean amazing things. This massive engagement has started to change public perception. While only 19 percent of girls had a positive association with the phrase “like a girl” before the campaign, 76 percent agree they no longer view the phrase as an insult after watching the Always #LikeAGirl film.PG


Secret Deodorant established the Mean Stinks program to bring an end to girl-to-girl bullying. Secret’s research showed 55 percent of teens have witnessed bullying online and in social media.

Mean Stinks offers a curriculum for educators, runs contests for schools and provides a range of social media tools for teen girls to use, placing the power to change online bullying directly in their hands. In 2015, 2,000 schools across the United States participated in Mean Stinks’ Biggest Assembly Ever, where members of the brand’s team discussed the negative effects of bullying and how to end it.

Secret’s “Gang of Good,” the name given to those who have engaged with the campaign, has generated over 2 million acts of nice, which include social media engagement and in-school efforts.

Just two of the P&G programs creating stronger, healthier girls and women around the world, the company is committed to supporting the societal change that can come when girls and women believe in themselves.


Photo Credit: Courtesy of P&G


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