To flip the insult “like a girl” into a rallying cry for confidence, Always launched a powerful social experiment and movement. Our unscripted film revealed the contrast between how adults and young girls interpret the phrase—and sparked a global conversation. With influencer PR, a Super Bowl spot, and the hashtag #LikeAGirl, we invited women to share what they proudly do like a girl. The campaign earned over 90 million YouTube views, 4.5 billion impressions, a UN award, and transformed a stereotype into a worldwide symbol of empowerment.