WHY I Keep Playing #LikeAGirl

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By Boli Lau

What do you think of when you hear someone say “you run like a girl”? To most, it sounds like an insult. In a video by Always, people were asked to show viewers what it looks like to run like a girl. This is what it looks like:

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Admittedly, I would have demonstrated the same kind of behaviour. However, after digging deeper into the #LikeAGirl campaign, my feelings have changed. Ask me today and I’d run as fast as I can, like any girl would!

In the same video, a boy is asked the identical question. He later realizes how his imitation is insulting to girls, including his sister. Do you think his realization will change his behaviour towards girls? I do.

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Bernadette Jiwa says “Don’t just change what people think. Change what they feel and then change what people do.” That is precisely what Always does with their #LikeAGirl marketing campaign.

What you are about to read is how a single marketing campaign managed to change how I feel about something bigger than just their brand through clear, concise, correct and compelling storytelling.


Building a Framework of Consistency

Always tells a clear story. Whether I am looking at their Instagram, Facebook or Twitter feeds, videos on YouTube or reading through their website their messages are consistent and concise:

“Join us in our epic battle to stop the drop in confidence girls experience at puberty by encouraging all girls to Keep Playing #LikeAGirl.”

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Always empowers girls to be the best they can be. To be unstoppable. They invite us to join their mission to increase girls’ self confidence and keep us engaged by asking us to share our own stories without trying to sell us a product.

The campaign often uses words like “join us”, and it makes me want to be included in their mission.


Telling a Credible Story

Tying their story back to copy that is correct and measurable creates credibility. It makes their content reliable. If you want to evoke a feeling, trust is a great place to start!

  • Did you know that 7 out of 10 girls feel that they don’t belong in sports?
  • That over half of girls quit sports around puberty?
  • One study found that women aged 18- 24 are twice as likely to be confident if they play sports regularly than those who don’t play at all.


What do you do #LikeAGirl?

Go ahead, look up #LikeAGirl. Tell me what you find. I found a bunch of inspiring stories about girls who succeed, strong girls who don’t give up and girls sharing their stories about what it’s like to be a girl.

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WHY is this campaign successful? Because of a compelling story. Always clearly inspires a change in behaviour. So many people accept the campaign’s invitation to join them and be a part of the shift towards removing stereotypical barriers and encouraging girls to be the best that they can be. They created content worth sharing.



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