#LikeAGirl Campaign Returns
August 23, 2017 by Screenmag
The Always #LikeAGirl campaign, originally launched in 2014 from Leo Burnett Chicago and Proctor & Gamble, is back to help girls build self confidence by embracing failure. In just a few days, the spot has attracted more than 3,000,000 views on YouTube.
The new spot, "Keep Going", encourages girls to embrace failure and use it to build their confidence. In the spot a group of school girls face challenges throughout a typical day such as class projects, drama rehearsals and chess matches.
The spot is meant to address findings from research commissioned by the brand which showed more than half of girls lose confidence during puberty and 70 percent avoid trying new things due to a fear of failure.
The ad taps actress Yara Shahidi as a brand ambassador and is directed by Lucy Luscombe. It's running on television and online. It was written by Garrett Vernon and Anthony Brooks, art direction by Jillian Lamb and Jin Yoo.