Always is a multinational brand of feminine hygiene products that was introduced in 1983. In the summer of 2014 they launched their #LikeAGirl campaign, which through a variety of materials reflects the campaigns key ideology, that nothing should stand in a women’s way of achieving success.
One aspect of the campaigns approach is focused on their YouTube channel, in which they post videos explaining and promoting the campaign.
Figure 7, an interview with Olympic athlete Laura Trott
Figure 2, a video of Canadian Goalie Stephanie Labbe’ story
Figure 4, an extended video highlighting the campaigns mission
Alongside using their YouTube channel, the campaign also used other social media sites such as twitter to increase their reach, and convey their message.
Figure 1, a Twitter conversation between the brand and their audience
The campaign also released a series of images portraying girls active within sports, which reflects the campaigns key aim to keep young girls in sport.
Figure 6, an image of girl participating in Golf
Figure 5, an image of a girl participating in martial arts
Figure 3, a collection of images used to present the campaign on the brands website