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Always(R), Together with Millions of Girls Around the World, Including Olympic Hockey Star Hilary Knight, Determined to Make #LikeAGirl Mean Amazing Things

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Today, in celebration of International Women’s Day, Always, the leader in global feminine care, released a new video entitled “Always #LikeAGirl – Stronger Together,” to continue its mission to build girls’ confidence at puberty and take a stand to make the phrase #LikeAGirl mean amazing things. As an Official Sponsor of Super Bowl XLIX, Always moved and motivated millions by debuting a 60 second version of its influential #LikeAGirl video, shedding a light on the power of words and how the commonly used phrase “like a girl” – often used as an insult – can have a significant effect on girls’ self-confidence. Leading up to International Women’s Day on March 8th, a day to appreciate and celebrate women’s achievements, Always wants to appreciate and celebrate the millions of girls across the globe sharing and showcasing the things they proudly do “like a girl” – including Olympic female hockey star Hilary Knight -, inspiring young girls to be downright amazing. Click here to watch the new video and be inspired:

This International Women's Day, Olympic female hockey star Hilary Knight encourages girls everywhere

This International Women’s Day, Olympic female hockey star Hilary Knight encourages girls everywhere to proudly share what they do #LikeAGirl, today and every day. (Photo: Business Wire)

“The outpouring of support for the Always #LikeAGirl campaign after the Super Bowl and over the past nine months is helping change the phrase ‘like a girl’ to mean amazing things and we would like to thank everyone who has joined us in this journey,” said Fama Francisco, Vice President, Global Always. “The theme of this year’s International Women’s Day is ‘Make It Happen’ and that’s exactly what girls are doing by rewriting the meaning of #LikeAGirl. The new ‘Always #LikeAGirl – Stronger Together’ video celebrates amazing young girls around the globe and encourages everyone to continue the movement every day and everywhere, because together, we’re making #LikeAGirl mean amazing things.”

The Always #LikeAGirl campaign launched in June 2014, revealed the power of words and how girls’ confidence can plummet at puberty. The #LikeAGirl viral video has been viewed more than 85 million times in 150 countries and shared by more than 1.5 million people around the world. The campaign has demonstrated the profound effect the phrase “like a girl” can have on girls’ self-confidence and inspired a movement which is starting to change public perception. After seeing the #LikeAGirl video, most people (76 percent of women ages 16 to 24 and 59 percent of men) said the video changed their perception of the phrase “like a girl,” according to an Always Puberty & Confidence Wave II Study, conducted pre-Super Bowl. Also, 8 out of 10 women (81 percent) say the video can change the way people think of the stereotypes surrounding women’s physical abilities, according to the Always survey.

“Being a female athlete, I’ve always been sensitive to the phrase ‘Like a Girl,’ especially when I was growing up and was told I couldn’t play with the boys,” said star hockey player Hilary Knight. “Today, that’s exactly what I’m doing – playing hockey with some of the best male hockey players in the world. Girls are breaking barriers and boundaries every day in everything from sports and science to business and the creative arts. Together with Always, I want to inspire girls to be confident and strong, and feel proud when they do something #LikeAGirl.”

Always has been empowering girls through puberty education for over 30 years, reaching up to 20 million girls globally every year. With this new user generated video, Always continues to champion girls’ confidence by taking a stand to turn #LikeAGirl into a phrase that represents the strength, talent, character and downright amazingness of every girl.

The Always #LikeAGirl movement is being fueled by the millions of girls around the world who are changing #LikeAGirl to mean incredible things. Always is encouraging girls to keep doing and sharing what they proudly do #LikeAGirl, because it’s working. Take a picture, shoot a video or send a message using the hashtag #LikeAGirl to show young girls everywhere that doing things #LikeAGirl really is downright amazing.

Additional Always Puberty & Confidence Wave II Study Key Findings

  • The majority of women (67 percent) who were aware of the #LikeAGirl video agree that the perception of the phrase should be changed, while less than half (49 percent) of those unaware of the video agree.
  • More than 60 percent of women aware of #LikeAGirl video agree that if everyone started using “like a girl” as a positive phrase rather than an insult, girls would be more confident, compared with only 50 percent of the women not aware of “like a girl” video.
  • Most women (71 percent) believe that teasing can affect confidence at puberty for girls.

Survey Methodology

The Always Confidence & Puberty Wave II Study was conducted using the Research Now Panel that surveyed a total of 1,800 Americans (1,300 American females aged 16 to 49 years old and 500 American males aged 16 to 49). There was a nationally representative sample group of 1,000 females and 500 males as well as an additional boost of 150 African American and 150 Hispanic American females. The survey was implemented between the dates of December 5, 2014 through December 12, 2014.

About Always

Always(R), the world’s leader in feminine protection, offers a wide range of feminine pads, wipes and pantiliners designed to fit different body types, period flows and preferences. The Always line of feminine products includes Always InfinityTM, Always Ultra Thins, Always Maxis, Always Pantiliners and Always Feminine Wipes. Please visit for more information.

About Procter & Gamble

P&G serves nearly five billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Always(R), Ambi Pur(R), Ariel(R), Bounty(R), Charmin(R), Crest(R), Dawn(R), Downy(R), Fairy(R), Febreze(R), Gain(R), Gillette(R), Head & Shoulders(R), Lenor(R), Olay(R), Oral-B(R), Pampers(R), Pantene(R), SK-II(R), Tide(R), Vicks(R), Wella(R) and Whisper(R). The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

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