I’ll be honest, I don’t usually have much time for brands pandering to female insecurities in the hopes of increased sales. I guess I’m just a cynic, who doesn’t want to be told to love my body one minute then encouraged to massage away my cellulite the next. Some of the campaigns from Dove, as an example, have made me want to scream into a pillow. They make me feel as though I should love my skin and hate the world all at once.
That all being said, I have nothing but adoration for the Always #LikeAGirl campaign.
I cried the first time I saw the original ad…
And the new ad (which was released today) had me crying again…
I wouldn’t usually feel the need to blog about something like this but I have a real bee in my bonnet about periods at the moment. A great big buzzing period bee.
Maybe it’s because periods are currently feeling very ‘new’ to me, having only come off the pill relatively recently. They still hold some novelty value and I am both fascinated and irritated by them in equal measures. Or maybe it’s because I started my periods when I was nine (NINE, FFS) and my heart breaks for every girl in these ads who has given something up or felt like they should do something differently because of the world we, as adults, are allowing them to grow up in.
Maybe it’s because even writing the word period as many times as I already have in this post makes me feel a bit queasy, because we’re all so bloody AWKWARD (excuse use of word bloody) about something which – whilst annoying and crap – is one of the most natural things ever. I literally have the painters in at the moment and every time I tell someone “oh I can’t go, I’ve got the painters in” I die a thousand deaths and then feel the need to show them pictures of the decorating….because heaven forbid someone think I actually mentioned menstruation OUT LOUD.
It kills me to remember how horribly awkward going through puberty was. I watch these ads and don’t believe for a minute that they’re staged, because I 100% believe this is what most young girls would say and do when asked these things.
We’re limiting them.
And it makes me so sad.
When the first #LikeAGirl ad came out I bought a pack of Always in some sort of teeny tiny “here, have two of my English pounds” solidarity. I hadn’t bought sanitary towels in 15 years or so as, like a lot of people, once I’d mustered up the courage to try ‘scary’ tampons I didn’t look back. But I wanted to buy a pack, because I wanted someone to look at these ads and see they’d worked. So they’d make more ads like them. And perhaps other brands would start speaking to young girls and women this way too.
Since that purchase I’ve bought a lot more. Turns out the sanitary pads of today aren’t like the LOLsome pads of yesteryear, which – let’s face it – were more akin to loaves of bread that we were expected to shove in our knickers and be grateful for.
I don’t want to turn this into a sanitary towel review post though. I’ll just say “try them, you might like them” and cower in the corner embarrassed that I mentioned it.
The long and short of it though is that I LOVE the message of these ads.
I didn’t need to write this blog post but I was compelled to. I know that somebody in the P&G marketing department is tracking all the Twitter chatter and media coverage and forum mentions and I want this tiny blog post to be counted.
I am genuinely thrilled that #LikeAGirl is trending on Twitter as this is the kind of advertising we deserve. It feels rare to see a brand trending because of something positive, whether we’re watching Benefit fat-shame (just yesterday) or stupid protein shakes telling us to be thin in case we offend the sand and sea….the noise is generally negative. And it sounds silly but I worry that if we don’t collectively say that “YES, this is the kind of thing we want! Thank you for making #LikeAGirl!” then we’ll be made to watch sexy white women rollerblade in hot pants instead. (Because yeah, that’s what we all wanna do when our insides are falling out).
They’re great ads, it’s a great campaign and it’s a great hashtag.
That is all x