Feminine care product companies aren't historically known for being..."forward thinking" with their commercials. More often than not, the ads are riddled with stereotypical heteronormative feminine tropes. And to this day, I still cannot comprehend how having a tampon that isn't the size of a piece of gum will deter me from having fun at a party.
Yet, earlier this year, the company Always took one big step in the right direction with their #LikeAGirl Campaign. The campaign started with a YouTube video ad where girls and boys of different ages are asked what it means to do something and do an action "like a girl." And what comes next caused a shockwave throughout the world. The video and campaign gained so much attention that it made the top 5 of YouTube's Most Popular Ads list.
The campaign took to Twitter where people of all sexes and genders came together to support the campaign and its message. People shared memorable stories about strong women who inspired them. They posted tweets about how they "___ #LikeAGirl" and that was, not just okay, but badass. The tweets all showed the world that, not only do girls do it harder and stronger, but also with absolutely no care that we're doing it "like a girl".
What I loved so much about this campaign was the extreme amount of positivity that was put into it as well as came out of it. It was infectious. You would read a handful of tweets and feel this prideful glow about you either about yourself or the strong women in your life. You would read stories and feel inspired to work harder, to go stronger.
It was the first time in, at least my lifetime, that it was good to do things like a girl. And what was even better, was that this pride didn't even apply solely to females. I know plenty of males who were inspired by the campaign.
The negative critique that I would have about the campaign was the company's lack of continuing on the idea in their later adverts. After the #LikeAGirl campaign, Always went back to producing stereotypical heteronormative feminine care product commercials. Butterflies, bright colors, and "girly" designs still make their mark in all of their current commercials. And while that tactic sells the product, it is counterintuitive to all the hard work that they put into this feminine strength campaign.
You can watch the #LikeAGirl Campaign advert video here. And remember, nothing is wrong with doing something #LikeAGirl.
Hey Undercover,
ReplyDeleteSorry to be late to the party! This is a good critique of the campaign (I remember it well). It discusses both the work that went into it, the strategy and tactics, as well as the repercussions at the end. The one thing I want to note is that you've gotten a little comma happy throughout - you may want to pull back. For instance:
They posted tweets about how they "___ #LikeAGirl" and that was,[delete comma preceding] not just okay, but badass. The tweets all showed the world that,[delete comma preceding] not only do girls do it harder and stronger, but also with absolutely no care that we're doing it "like a girl".
VM