P&G, Always

Responsibilities

Over multiple years I had the fortune of playing various creative roles for Proctor and Gamble’s various brands, from concept through execution. I was responsible for crafting compelling creative pitches for the business development and organic growth teams to expand the depth and breath of our client engagements, develop new creative executions for tentpole moments, craft experiences that would connect consumers closer to the brand, pull insights and strategy with the research teams to formulate foundation shifting ideologies upon which to build communication platforms, and design and expand brand look, feel, sound, and storytelling across various brands. The opportunity to work with Always was unexpected, but when presented with the idea, I felt we could shift not just sales, but social ideology around the way society thought about and engaged young women.

Always, the leader in global feminine care, has long represented female empowerment. In 2013, they sponsored a Research Now study to discover the largest pain points for female confidence. They discovered that more that half the women surveyed claimed to have experienced the greatest drop in confidence near puberty.

Using this insight, as a creative consultant with many of Proctor & Gamble's brands, I helped Always in partnership with Leo Burnett and documentarian Lauren Greenfield to conduct a filmed social experiment striking at the heart of what caused this drop: phrases, insinuations and aphorisms such as "...like a girl."

Always has long been a brand that looked to buttress, embolden and bolster the self-esteem and self-confidence of women around world. This time they wanted to appropriate the very negative perceptions and projections at the root of some female insecurity, and remind young girls and teens that they are incredibly strong and should believe in themselves.

I also helped Always to implement, develop and launch a new #LikeAGirl campaign at the Superbowl — one of the most male oriented sports — in order to make a point that females should feel empowered to conquer anything, anywhere, at anytime.

Working with the UK / US team #LikeAGirl became a global movement generating 75 million views across 150 countries and received 4.5 billion earned brand impressions getting coverage across mass media channels such as Good Morning America, TIME, Huff Post, BBC The One Show, Good Morning Britain, Marie Claire etc. Smashing any previous P&G brand performance record.

35 million people have commented on the issue, 13% of whom have created their own content turning perceptions about the phrase on its head.  The movement has infiltrated everyday life.  Schools have adopted #LikeAGirl as a sports day theme and well known people have championed the cause such as Maria Shriver, Chelsea Clinton, Sarah Silverman, Cindy Crawford and many more.