Always #LikeAGirl: Turning an Insult Into a Battle Cry

Sun, 21 Jun 2026 10:00:00 +0000

Ask a ten-year-old girl to run like a girl, and she’ll sprint with everything she has. Ask a teenager to do the same thing, and she’ll probably slow down, flail her arms, and laugh awkwardly. That observation — simple, devastating, and entirely true — became the foundation for one of the most powerful advertising campaigns of the decade.

Always, the feminine hygiene brand owned by Procter & Gamble, launched “#LikeAGirl” in June 2014. Created by Leo Burnett Chicago, the campaign reframed a phrase that had been used as an insult for generations and turned it into a declaration of female strength. The film won the Emmy for Outstanding Commercial in 2015, took Grand Prix at Cannes Lions, and sparked a global cultural conversation that extended far beyond anything a hygiene product brand might reasonably expect to own.

Empowerment on Inside That Ad

Always #LikeAGirl: Turning an Insult Into a Battle Cry