Always #LikeAGirl begins Rio Olympics rollout with gold medalist Alex Morgan

The new spot from Leo Burnett encourages girls to continue playing sports despite social discouragement

P&G’s Always continues its #LikeAGirl campaign with a new 60-second spot from Leo Burnett Worldwide. "Keep Playing" focuses on sports participation — according to a survey conducted by Always, 51% of girls quit playing sports by the time they finish puberty, despite the demonstrable boosts to confidence and leadership skills. The spot begins the brand’s lead-up to the 2016 Rio Olympics, and the campaign features US soccer player and Olympic gold medalist Alex Morgan, who shares how playing sports when she was young helped build her confidence.


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