Puberty is a challenging time for girls--physical/emotional changes lead over half to lose confidence. The point when a girl gets her first period marks the lowest point of girls' confidence throughout their teenage years.

In June 2016, #LikeAGirl–'Keep Playing' launched across 42 markets, continuing Always’ mission to make puberty a moment that propels girls into confident womanhood. Shockingly, 7/10 girls felt they didn't belong in sports, leading half to quit at puberty. But, women are twice as likely to be confident if they play sports. So, this iteration of our campaign encouraged girls to keep playing sports, because doing so would boost their confidence.

Who says sports aren't for girls? Always’ says girls can play any game, on any field!

The Olympics served as a powerful world stage, helping power the girls’ confidence movement to new heights while establishing the campaign as a sustained cultural/societal social movement.

PREMIUM PARTNERSHIPS

•The IOC+National Olympic Committees provided access to Olympic assets/athletes.

•UN Women--Always committed support to the UN Women pilot initiative--“One Win Leads to Another"--benefiting 2,500 Brazilian girls with sports access/confidence-building curriculum. A jointly created #LikeAGirl toolkit offered parents/coaches/teachers tools to encourage girls to keep playing sports.

•Retail integrations around the world brought social purpose to point-of-sale--Walmart/U.S., Asda/Tesco/U.K. and Hungary/Slovenia/Croatia/Turkey/APAC/S.Africa--giving thousands of girls access to sports equipment/encouragement/opportunity.

•Always worked w/Walmart to give one girls' team sports resources in each state/U.S.

•Always supported Girls on the Run’s Heart & Sole program teaching girls confidence/culminating in 5k events/U.S.

•More than 90 influencers/30 Olympians were engaged. Olympian Alex Morgan provided a spark +29 athletes (incl. judoka Rafaela Silva) and others like Mia Hamm +Ariana Huffington joined in.

STRATEGIC PROMOTION/ENGAGEMENT

•Media outreach led to top-tier coverage and built engagement for the "Keep Playing" video.

•A real-time social campaign was tied to key Games' moments.

MEDIA OUTPUTS--Brand awareness/popularity

•Video achieved >200 million views across the world, reaching >50% of women across top-5 markets. Ad Metrix rated the video as #1 ad not featuring Olympians.

•1,300+ earned media placements/12.6 billion media impressions globally--stories in Huffington Post, CNN.com, Mashable, Yahoo!

•Social reach--1 billion+.

•99% of coverage was positive; 75%+ mentioned the video and 70%+ referenced spokesperson Alex Morgan.

•2/3 of coverage referenced our key insight--50% of girls quit sports by age 17.

TARGET AUDIENCE OUTCOMES--Social Change/Impact

•Post-campaign research--94% girls/young women agree Always #LikeAGirl has encouraged girls to be more confident.

•70% of women now understand young girls would be more confident if they were encouraged to play sports (+13% vs. pre-campaign).

•Campaign encouraged +16% more 16/17-year-olds to play sports

SUSTAINED SOCIETAL/CULTURAL CHANGE

•Always led the successful effort to bring about creation of 44 new emojis authentically representing 'girl power'--including numerous girl athletes

•The campaign's theme found its way front/center into today's global culture and women's movements and has helped cultivate the confident voices of women:

+#LikeAGirl/"como nina" signs in the Rio arenas

+The trailer for the Transformers movie

+a 'Fly Like A Girl' documentary encouraging/recruiting women pilots

+and a clothing line/The Children's Place

all gave a powerful nod to #LikeAGirl.

+Participants in women's rallies around the world were photographed with posters having the #LikeAGirl message.

•Most important, 76% of girls today have a positive association with the formerly insulting phrase “Like a Girl" vs. only 19% when the campaign began.