#LikeAGirl

#LikeAGirl

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Client: Always
Agency: Leo Burnett Toronto

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BACKGROUND
A girl’s confidence plummets during puberty.  Using #LikeAGirl as an insult is a hard knock against any adolescent girl.

INSIGHT
The common playground insult, 'Like a girl' means negative.

GOAL
Making a start by showing them that doing things #LikeAGirl is an awesome thing.

IDEA
Always created a social movement (on and offline), asking girls to share all the amazing things they do #LikeAGirl.

Personal Thought
One of the most powerful experiments that I’ve seen. As a Korean, I feel this much more. Korea was very conservative and we need a lot to work on the ‘Man Frame’ and ‘Women Frame.’ People unconsciously have the wrong idea of women for a long time. This experience will help to break the idea.