What #LikeAGirl Taught Us About Confidence, Courage, and Breaking Boundaries

We’re taking a nose-dive into one of the most moving ad campaigns that rewrote the rules of self-image and empowerment—and did it all by simply asking one powerful question: When did doing something "like a girl" become an insult?

I'm Nikita, here to bring you your weekly dose of unforgettable marketing, and today, I’m pumped to break down how Always took a stereotype and smashed it wide open.

Let’s kick things off with the #LikeAGirl campaign, turning a put-down into a powerful statement.

An Ad That Flipped the Script on Gender Stereotypes

It starts with a simple question: “Show me what it looks like to run like a girl.” We see teens playing along, exaggeratedly flailing their arms, tapping into that old stereotype of "like a girl" being something lesser.

But then, the campaign gets real.

When young girls, like 10-year-old Dakota, are asked the same thing, their responses are pure, unfiltered confidence. Running like a girl? Running as fast as you can. Fighting like a girl? Throwing your all into it. What’s incredible here is that ‘Always’ didn’t lecture—no pointing fingers or pitying glances. Instead, it showed the contrast between stereotypes and reality, letting the message speak for itself.

This ad isn't just clever marketing; it’s a moment that shifts the cultural conversation, asking us all to consider: When did “like a girl” stop being a compliment?

Watch it here: Link To Video

A Social Movement Wrapped in an Ad

Always didn’t just stop with the ad—they created a hashtag, #LikeAGirl, that blew up across social media, becoming a rallying cry for strength and self-respect. It sparked videos, posts, conversations, and, importantly, a change in how young girls saw themselves.

The brand’s #LikeAGirl campaign, by Leo Burnett, Chicago, London and Toronto, centres on a film that has a total view count of more than 85 million since the campaign launch in June 2014

Let’s get real for a sec: This isn’t just some polished campaign with a glossy, feel-good vibe. This is Always taking a stance, stepping into a conversation that challenges deeply ingrained social narratives. It’s marketing that matters.

#LikeAGirl Isn’t Just a Hashtag—It’s a Mindset

Remember that confidence drop that hits so many girls during puberty? The campaign highlights that fact, using raw honesty to tug at heartstrings and hit home. But it doesn’t leave us hanging in despair; it builds a new narrative. What if “like a girl” means strong, capable, and unstoppable?

A simple question, yet it cracks open a conversation around gender, self-worth, and courage. This is more than a tagline; it’s a call for change, and Always nailed it.

Ready to Rewrite the Rules of Marketing?

If you loved seeing a brand take a stereotype and flip it on its head, you’re going to want to keep tuning in here. Next time, I’ll be diving into another campaign that pushed boundaries and made us all stop and think. Because this is the kind of marketing that lasts.

Catch you soon,
Niki

P.S. Do you have a campaign that turned your head (or your heart)? Hit reply—I’d love to break it down!