Ever Been Told You 'Run Like a Girl?' Always Brand Wants You to Rethink What That Means
byKaitlin StanfordJul 01, 2014
The Always brand isn't just here to bring us our maxi pads, ladies. This month, they've jumped on the female empowerment bandwagon and launched the #LikeAGirl campaign, and we are totally digging it.
Similar to Dove's "Real Beauty" and Pantene's "Shine Strong," #LikeAGirl is a female confidence campaign, with a twist. Its main message is to stop and think about just what it really means to do something "like a girl" — a phrase we hear just about every day from middle school onward — and let's stop the cycle for the next generation.
"You run like a girl" ... "You hit that ball like a girl" ... "You fight like a total GIRL!" No matter how you phrase it, it always comes out the same way: an insult. And why is that? Since when did doing something "like a girl" become such a negative thing, especially when you are a girl? Do girls not hit home runs, place first in marathons or shoot baskets from half-court with the best of them?
In the Always campaign ad, director Lauren Greenfield (perhaps best known for 2012's fascinating documentary "Queen of Versailles") sets out to remind us of this fact. To do so, she conducts what the brand is calling a social experiment.
The premise is simple, really. First, Greenfield invites young women and men to step in front of the camera and act out a few different scenes. "Run like a girl," she says. "Now fight like a girl."
One by one, women and men begin acting nothing short of strange. They run with their arms flailing; they fight with limp hands and an odd, wimpy expression. The more examples of this we see, the more it becomes glaringly obvious: no girl runs like that; no girl fights like that.
Next, Greenfield invites younger girls to do the very same movements. This time, they run the way they run — with strength; they throw punches with focus. All at once, the question emerges: Why in the world do we keep perpetuating a gender stereotype that not only doesn't exist, but also serves to downplay what we're actually capable of on a daily basis?
Instead, let's "rewrite the rules," Always urges. Let's take the phrase "like a girl" and turn it into one that means strength, talent, character and honors the downright amazingness of every girl.
Want to be a part of the movement? Share your proud #LikeAGirl moments on the Always Facebook page or via Twitter to get involved.