The #LikeAGirl social experiment recruited real women, men and pre-pubescent girls and asked them to show our cameras what it physically meant to run like a girl, throw like a girl and other similar actions. The Like A Girl campaign was developed at Leo Burnett Chicago, Leo Burnett London and Leo Burnett Toronto.
Filming was shot by director Lauren Greenfield with director of photography David Morrison. What is The Inspiration Room?A global effort designed to influence, affect and involve creative communities in the development of a world standard for inspiration, particularly in the fields of advertising, design and film. If you associate the phrase ‘like a girl’ as having a negative connotation, you wouldn’t be alone.
I’ve heard a fellow school mum tell her son as he ran off the football oval mid-game because he’d been hit with the ball “Get back out there.
I’ve heard men, play fighting with their sons, tell them (in what is intended to be a good-natured ‘wind up’), “Is that all you’ve got?


The campaign #LikeaGirl, launched by feminine product company Always last June, highlighted the negative association the phrase has, and seeks to redefine what it means to us. The public-service announcement style commercial, by award winning filmmaker Lauren Greenfield, shows a cast of males and females of all age asked to describe or illustrate, what they think the phrase ‘like a girl’ means.
What is interesting however, is how the young girls in the group interpret the words – to them ‘like a girl’ means something entirely different and in contrast their actions are strong and deliberate, and completely lacking in inferiority. Jolene HumphryJolene is Editor at Mum Media Group, where she enjoys writing, sharing and connecting with other like-minded women online – it also gives her the perfect excuse to ignore Mount-Washmore until it threatens to bury her family in an avalanche of Skylander T-shirts and Frozen Pyjama pants.
Likes: Reading, cooking, sketching, dancing (preferably with a Sav Blanc in one hand), social media, and sitting down on a toilet seat that one of her children hasn’t dripped, splashed or sprayed on. Dislikes: Writing pretentious crap about herself in online bio’s and refereeing arguments amongst her offspring. The campaign suggests that using #LikeAGirl as an insult is a hard knock against any adolescent girl.


The young, pre-pubescent girls performed these actions confidently and proudly; older women and men performed these actions in a self–deprecating and frivolous manner. And what better time than to re-visit this powerful message than on a day that glorifies male strength and athleticism – by playing it during the American Super Bowl.
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And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence.



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