The phrase “like a girl” is loaded with stereotypes of what we perceive to be weaker characteristics typically associated with women. The negativity that comes along with this phrase is so deeply ingrained in us that both men and women often use it as a form of ridicule.
Award-winning filmmaker Lauren Greenfield thought it was time to change that and she collaborated with Always, the feminine hygiene brand owned by Procter & Gamble, to fight against the female stereotype.
In a new video for the campaign entitled #LikeAGirl, Greenfield aims to redefine the phrase “like a girl.” She shows the negative effect it can have on a teenager’s confidence thereby leading to low self-esteem amongst young women.
"When the words 'like a girl' are used to mean something bad, it is profoundly disempowering," Greenfield said in a press release, adding she was proud to be a part of a movement that seeks to change the stereotypical meaning of ‘like a girl’ into a “positive affirmation.”
In the video, when Greenfield asks older teenagers to run, throw, or fight "like a girl,” they take it as a joke, flailing their hands clumsily, appearing weak and silly.
However when younger girls were asked to do the same, the results made the teens rethink their initial response to Greenfield.
Although it’s one of those ad campaigns that people might say are ultimately directed towards making big bucks for a corporation, it's a step in the right direction towards changing a stereotype that is affecting millions of women around the world.
It really is empowering.