A three minute clip from feminine hygiene brand Always that put to bed the stereotype insult that is ‘like a girl’ took the internet by storm when it launched last year.
And now the Proctor & Gamble brand, via its agency Leo Burnett, has released the second phase of the campaign, ‘Unstoppable’.
The spot shows girls talking about the limitations they feel in society – some feeling like they have to quit sport, or that they’re seen as weak or that they can’t rescue anyone because it’s always the boys who do the rescuing.
The girls write on white boxes the limitations, and then kick and punch the boxes to the floor.
On last check the YouTube clip has been viewed nearly three million times since it was uploaded yesterday.
“Our original #LikeAGirl social experiment started a conversation to boost confidence by changing the meaning of ‘like a girl’ from an insult to a total compliment. And – with your help – that conversation turned into major movement sweeping the entire globe,” reads the YouTube description, posted by Always.
“We’re on a roll, and we’re not stopping! Now, we’re empowering girls everywhere by encouraging them to smash limitations and be Unstoppable #LikeAGirl. We need your help. Join us. Watch, share and champion all girls to be Unstoppable #LikeAGirl.”
The spot was directed by documentarian Lauren Greenfield.
Check out the first ‘Like a Girl’ clip below.