Always made “#LikeAGirl” globally recognizable through its 2014 campaign challenging the insult “like a girl.” The campaign was created by the agency Leo Burnett Chicago for the Procter & Gamble feminine-hygiene brand.
The central film asked participants to act out activities such as running, fighting, and throwing “like a girl.” Younger girls generally performed the actions seriously, while older participants often exaggerated them. The contrast showed how the phrase could become a confidence-damaging insult during adolescence.
The campaign reframed the expression as a positive statement about strength and ability. It spread widely online and became a frequently cited example of purpose-led brand marketing.
A common mix-up is treating #LikeAGirl as the name of a product. It was the campaign’s hashtag and public-facing phrase, not a separate Always product line.