Redefining #LikeAGirl
Confidence-drops at the time of puberty is common knowledge, yet during marketing research done by Always, a feminine hygiene company whose brand equity is based on boosting confidence, it was found that self-esteem-drops in girls were twice as much as in boys. Moreover, once entering womanhood, when confidence levels rise back, they are never as high as they once used to be during a girl’s childhood. Always wanted to change this, and when digging deeper, found that gender stereotypes ingrained within societal conventions, such as within our language, had a big impact. The company decided to focus on the phrase doing something “like a girl” and began the #LikeAGirl campaign. As part of this, they worked together with director Lauren Greenfield in order to make a social experiment video that brought awareness towards this issue. Using four stages of development in the 3-minute-long video clip, Greenfield and Always use media to start a movement that is powerful in teaching society to perceive the words “like a girl” as an empowering notion rather than an insult.
The video clip begins by asking the question “What does it means to do something like a girl”. In an audition setting, teen actors are asked to imitate actions, such as running, throwing or fighting, done ‘like a girl’. They comply by doing such actions in a fragile and demeaning manner, as shown below.
Next, the same tasks are given to younger (prepubescent) girls. As the musical soundtrack takes an uplifting tone, we are shown the girls’ actions to be much more confident and athletic, as pictured below. When asked what it means to run like a girl, the child actor dressed in a pink below answers: “It means to run as fast as you can”.
The video then questions the audience – when did doing something like a girl become an insult? Suddenly stopping the soundtrack, the teen actors are questioned about how this could affect a young girl’s confidence, and the words “a girl’s confidence plummets during puberty” comes across the screen. As the discussion regarding the phrase seen as an insult continues, it is soon realized that the phrase is indeed not an insult. One older girl is shown speaking passionately about seeing this phrase as something natural and positive: “I mean yes! I kick like a girl, and I swim like a girl (…) because I am a girl. And that is not something I should be ashamed of.”
Next, the teen actors who had seen the phrase as an insult at first are given the chance to redo their tasks. When asked what she would do differently now, one girl explains “I would run like myself.”. More girls can be seen doing various actions with confidence. The words “Let’s make #LikeAGirl mean amazing things” flashes on the screen. Finally, as the video comes to an end with a clip of a previously seen teenage girl athletically running towards the camera, and the voice-over saying, “Why can’t ‘run like a girl’ also mean win the race?”, Always’ logo is shown, with three small messages encouraging others to join the cause and share what they do #LikeAGirl on social media.
Goals
The main goal of the video was to bring attention to and change the perception of the phrase “like a girl”, in order to empower girls, especially those going through puberty. This was supposed to be done through increasing social support and acceptance, as well as by building a sisterhood that inspires and motivates each other.
Tactics to reach the goals
The tactics used in the video to reach the goals seems to follow two theoretical concepts: mobilizing shame and video advocacy. Mobilizing shame refers to shining light on a matter that is not officially addressed. It is the idea of using a camera to expose people who are committing a ‘crime’. Once uncovered, the perpetrators are shamed, and this social pressure causes them to change their behaviour accordingly.[1] The issue with this case is, instead of the perpetrators being a small group, all of society is guilty. Nonetheless, the video uses tactics (filming and releasing the footage) to expose, not only the teen actors, but also those of us who have made the mistake of using the phrase ‘like a girl’ as an insult. Moreover, showing that young girls have a better and healthier outlook on gender stereotypes than us (teenagers and adults) further continues the shaming. As the video moves on, along with the teen actors, we too are encouraged to positively change our perceptions.
As explained by Gregory in his article about video advocacy, videos should complement other forms of activism used as part of a campaign, allowing for them to interact, resulting in higher success. Moreover, the contents of a video should be mindful of the target audience and space for action should be provided within.[2] It seems #LikeAGirl has followed this pattern well, with the use of hashtags being key to its success. As the target audience were young girls and boys, reflecting this demographic in the actors has allowed for viewers to identify, and in turn be more influenced by them. Finally, at the end of the video, three main areas of action were given, as shown in the last image above: share the video, tweet (using the hashtag) your own experience and stand up (with further guidance provided in their website). All of this has not only resulted in increased awareness, but has also allowed audience to participate and contribute to the social change.
With over 66 million views on Youtube, 177,000 tweets and 60-70% change in perception regarding the phrase (in 2015), it can be safely assumed that the tactics used by the video of the #LikeAGirl campaign was successful in building solidarity in women as well as raising awareness and creating cultural change in society.
Bibliography
[1] Keenan, Thomas. “Mobilizing Shame” The South Atlantic Quarterly 2/3 (2004): 435-449.
[2] Gregory, Sam. “Kony 2012 Through a Prism of Video Advocacy Practices and Trends.” Journal of Human Rights Practice 4/3 (2012): 463-468.