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Skip to main content Home Library Language If you are having trouble accessing these lessons or have any questions/feedback about this tool, please contact support@blueoceanbrain.com. Do not respond to this email. VIDEO: FROM INSULT TO EMPOWERMENT VIDEO: FROM INSULT TO EMPOWERMENT Print While brainstorming a new ad campaign, feminine care product company Always discovered a study saying that girls’ self-esteem drops twice as much as boys’ during puberty. And they aren’t just losing their confidence. The research, published by the American Psychological Association, found that most women never regain their prepubescent levels of self-esteem. The team at Always was intrigued by the findings and wanted to know why girls’ self-esteem plummeted. They dug deeper, learning that gender stereotypes greatly impact girls during puberty. Girls are taught to be nice, submissive, and place a lot of emphasis on their beauty, unrealistic body ideals, and appearance. At the same time, boys are taught to lead and be powerful and strong. The stereotypes are even ingrained into our culture and language, like the negative connotation of doing something “like a girl.” It’s Not So Negative In 2014, Always launched a video ad campaign to change the perception of the phrase and help girls and women take back their confidence and self-esteem. The video quickly went viral, becoming the number-two trending video globally, garnering more than 4.4 billion social media impressions and 90 million views. It made such an impact that the United Nations recognized the ad for its impact on female empowerment globally. The campaign turned an insult into a phrase that symbolizes women’s strength. In a follow-up survey, Always even discovered that 70 percent of women and 60 percent of men said the video changed their perception of the phrase. At the end of the day, the message in the video is one of embracing confidence to own your success, whether you’re thirteen, thirty, or seventy years old. As one woman from the video says, “Yes, I kick like a girl, swim like a girl, and I walk like a girl, and I wake up in the morning like a girl. Because I am a girl. And that is not something that I should be ashamed of. So, I’m going to do it anyway.” Watch: For the #LikeAGirl video, Always held a fake casting call asking young women and men and girls and boys to do things “like a girl” and then asked them questions about how it made them feel. Check out what happened and see if it changes your perceptions of what doing things like a girl means. Need help with this video? Click Here Since the ad, many organizations have made the “like a girl” phrase into a rallying cry. There’s Code Like a Girl, Skate Like a Girl, STEM Like a Girl, Ride Like a Girl, and Vote Like a Girl, among others. Consider This: What do tennis legend Serena Williams, philanthropist Melinda French Gates, and First Lady Michelle Obama have in common? You’d be right if you said they’re all confident, strong women. But the trio have also all expressed self-doubts, feelings of imposter syndrome, and other struggles. SHOW WHAT YOU KNOW According to the article, what percentage of men said watching the Always ad changed their viewpoint of the phrase, “like a girl"? Please provide an answer 25 80 60 95 Submit Answers LESSON FEATURES VIDEO: FROM INSULT TO EMPOWERMENT While brainstorming a new ad campaign ... learn more Current VIDEO: BREAKING A “SORRY” HABIT In a skit from the comedy show ... learn more VIDEO: MORE THAN WORDS Women everywhere endure disrespect and ... learn more 1 2 3 × ×