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Always
Girl Emojis

RAN IN: United States

CLIENT
Procter & Gamble

AGENCY
Starcom *Lead Agency


Leo Burnett/Arc *Lead Agency


MSL Group


SUMMARY

Always launched the #LikeAGirl movement in 2014 with the objective of stopping the drop in confidence girls experience at puberty by taking on culturally relevant, but social damaging issues. This year, we took on the stereotypical depiction of girls in emojis. By only showing girls wearing pink and doing their nails, these emojis subtly reinforced societys prejudices towards girls. This campaign rallied girls to demand non-stereotypical emojis which resultedin over 40 new inspiring emojis.

CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);INTERNAL MARKETING;PR;SOCIAL MEDIA

Audience: Young Women (20-35)

Objectives: Build brand equity

Type: Business to Consumer

Classification: National;Multinational

Language: English