Procter & Gamble

Starcom MediaVest Group *Lead Agency

Cristina Torres, VP, Director
Jennifer Mathis, Director
Kate Hinz, Manager

Leo Burnett Chicago *Lead Agency

Judy John, ECD
Annette Sally, EVP, Director

MSL Group

Amy Smith, SVP, Consumer

Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!