The new video in the Always campaign to build girls' confidence at puberty shows girls around the world showing the things they proudly do "like a girl."
Always, the P&G-owned feminine care brand, launched the campaign last June with a film that showed how the phrase can have a significant effect on girls’ self-confidence when used as an insult.
It was viewed more than 85 million times in 150 countries, according to P&G, and featured in Marketing’s Top 10 Marketing Moments of 2014.
The new video is titled ‘Like A Girl — Stronger Together’ and is designed to inspire girls to "rewrite the meaning of ‘like a girl’," according to Always global vice-president Fama Francisco.
P&G has released the new film ahead of International Women’s Day, which takes place on March 8, and with the results of research showing the impact of the original film in the US.
The study showed that after watching the film 76% of girls aged 16 to 24 agree they will no longer view the phrase as an insult.
This article first appeared on marketingmagazine.co.uk.