Burnett and P&G inspire girls in new Always work

Earlier this week, I reported on a great girls’ STEM movement Leo Burnett Chicago is doing with ComEd. Today, we see Burnett’s genuine commitment to girls in work for Always.

Three years ago, the agency and Procter & Gamble’s Always brand launched #LikeAGirl to critical acclaim. By educating millions about puberty and their cycle, the brand helped girls feel confident and inspired to reach for their goals.

The campaign makes a welcome return in a 1:20 video, this time tackling the fear of failure girls tend to experience during puberty.

Directed by Lucy Luscombe, this aspirational and moving spot begins with a young girl who faces her own fear of speaking in front of the class.

She tells the viewer, “We’ll fail at many things, we’ll fail at many more, and that’s a good thing. Because failures aren’t set-backs. Failures are fuel to keep going, to keep growing, to keep making progress for ourselves and for all of us.”

The video then features a diverse range of teenagers around the globe who are facing fears such as rehearsing for a play, revising for exams and playing in a football match. It ends with, “So let’s keep failing, because we only truly fail when we don’t even try.”

You can watch the piece below which already has over 3 million views:

According to a survey by P&G, at puberty, 50% of girls’ confidence plummets. The most recent Always Confidence & Puberty Survey reveals that half of girls feel paralyzed by the fear of failure during puberty. “This fear is so intense that many girls opt out of important growth opportunities during this time, like taking on challenges and trying new things.”

The statement goes onto say that Always is on a continuing mission to stop this drop in confidence by changing how girls perceive setbacks and encouraging them to embrace failure as part of the learning and growth process.

The brand has also posted an engaging and insightful interview with director Luscombe who takes us behind the scenes with the girls from the spot, as they talk about turning failure into fuel to keep girls confident. At puberty, 50% of girls feel paralyzed by the fear of failure.

The brand has invited teen girls globally to share how they try, fail, learn to keep going by using the hashtag #LikeAGirl.


Agency — Leo Burnett Chicago

Client — Procter & Gamble

Brand — Always

Director — Lucy Luscombe

Editor — Sam Puglise-Kipley, Whitehouse Post

Colorist — Luke Morrisson

Sound design — John Bender, David Gerbosi

Follow Colin Costello on Twitter @colincostello10.