ABOUT

When did the phrase ‘like a girl’ become so negative?

More than half of girls lose confidence during puberty – and a contributing factor to that drop are societal put-downs based solely on gender.

The #LikeAGirl social experiment recruited real women, men, boys and pre-pubescent girls and asked them to show what it physically meant to run like a girl, throw like a girl and do other similar actions. The results were incredible. The young, pre-pubescent girls performed these actions confidently and proudly, while older women and men performed these actions in a self–deprecating and frivolous manner.

It became clear that at a certain point in life, women begin to internalize the negative connotations that comes from doing things ‘like a girl’. This video is an effort to rally people to help change what it means to do something #LikeAGirl to mean being strong, confident and downright amazing.

#LikeAGirl is the most viewed video in P&G history and has received over 140 global awards including a D&AD black pencil, 14 Cannes Lions and an Emmy. It was named marketing moment of 2014, voted the 3rd best ad of the decade on YouTube and was the most awarded campaign in the world 2015.

Role: Lead Creative from the London office reporting into our digital creative director and directly into Leo Burnett Toronto CCO/CEO Judy John.

- Co-created the original insight and idea of #LikeAGirl (in London)

- Developed the campaign alongside global senior creatives, travelling to Toronto and Chicago to work with them directly.

- Represented the London office at the final shoot in LA, overseeing the production of all campaign assets outside of the film itself.

- Personally designed the website and all digital assets.

- Oversaw market adaptations of digital assets.

- Worked as part of the global social hub to develop and execute the digital/social media strategy.