ALWAYS: Haciendo las cosas #LIKEAGIRL

Always, la marca de productos femeninos de Procter & Gamble, sigue generando impacto con su campaña #LikeAGirl (como niña). Luego del lanzamiento en 2014, la marca le dio continuidad con una segunda parte titulada “Unstoppable” (imparable), que en pocas horas obtuvo más de dos millones de visualizaciones.

La marca se caracteriza por fomentar la autoconfianza en las niñas y adolescentes. En la primera parte crearon una pieza audiovisual en la que participaron niñas, niños y adolescentes, explicando cómo es hacer ciertas cosas #LikeAGirl. La marca demostró los fuertes estereotipos negativos que se le atribuyen al hecho de ser mujer.


El objetivo de la marca es derribar esos estereotipos, convirtiendo a las mismas niñas y adolescentes en las voceras de este mensaje.

Este año, con una segunda parte bajo el mismo mensaje #LikeAGirl, la marca pretende mostrar los límites que la sociedad le está imponiendo a las niñas y adolescentes. Con el nuevo spot; Always, les dice a sus consumidoras que nada debe detenerlas.

Las niñas que participan en el comercial representan con cajas los estereotipos que la sociedad les impone, para luego derribarlos demostrando así el poder de su autoconfianza.

Ambas piezas estuvieron a cargo de Leo Burnett y dirigidas por la documentalista Lauren Greenfield.

La primera parte de #LikeAGirl obtuvo varios reconocimientos y gran aceptación por parte del público. “Unstoppable”, podría ser igual de galardonada, ya que el mensaje es directo, con impacto social y emocional.




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