New Always Survey Reveals 72 Percent of
Girls Feel Held Back by Society
“Girls can’t be brave” and “girls aren’t strong” are limiting
phrases seemingly from a bygone era, but a new Always social
experiment reveals that many girls today feel limited by society’s
expectations about women. In fact, data from the most recent Always
Confidence & Puberty Survey*, shows that 72 percent of girls
feel held back by society, which they feel dictates what they
should and shouldn’t do. Today, Always, the leader in global
feminine care, is announcing the launch of its latest online video
entitled “Always #LikeAGirl Unstoppable.” Always partnered with
award-winning documentary filmmaker Lauren Greenfield, the director
of the Always #LikeAGirl viral video that launched last summer, to
create this new video, which highlights how society’s expectations
have a profound impact on girls confidence, especially when
entering puberty. Girls and women of varying ages and backgrounds
were asked if they were ever told they should or shouldn’t do
something because they’re a girl. Find out their answers by
watching the video here: https://youtu.be/VhB3l1gCz2E
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Always is on an epic battle to keep
girls' confidence high during puberty and beyond! (Photo: Business
Wire)
With the new “Always #LikeAGirl Unstoppable” video comes the
next phase of the Always #LikeAGirl campaign: the creation of the
Always Global Confidence Teaching Curriculum, a program that will
benefit millions of girls around the world. The new confidence
teaching curriculum, incorporating the latest research on
confidence-building, is being co-developed by Always and
education-thought leaders and experts. The curriculum builds on
Always’ 30 year heritage in puberty education and will reach up to
20 million girls in 65 counties per year. Additionally, TED, the
non-profit devoted to spreading ideas, has committed to support
Always in teaching confidence to young girls. In this
first-of-its-kind partnership, Always and TED will develop and
spread confidence-inspiring content through TED-Ed, a leading
educational platform spreading lessons worth sharing.
“In the spirit of TED’s mission, ideas worth spreading, we are
partnering with the #LikeAGirl campaign to reach young girls at a
critical stage in their lives,” said Stephanie Lo, TED-Ed Programs
Director at TED. “We’re excited to work with Always on developing
engaging educational content to help girls around the world
maintain confidence through puberty and beyond.”
The new “Always #LikeAGirl Unstoppable” video and confidence
education efforts will be unveiled during the global Always
#LikeAGirl Confidence Summit today in New York City. The Summit
features a keynote address from young teen international actress
and female empowerment advocate Maisie Williams, the 18-year-old
star who plays Arya Stark on HBO’s Game of Thrones. Williams serves
as an inspiring role model to girls everywhere and has joined
Always to spread the word about the #LikeAGirl mission.
“I believe it’s important for young women to feel supported and
motivated to pursue their passions,” said Game of Thrones star
Maisie Williams. “I applaud the work that Always is doing and am
proud to join them in empowering girls to be confident and
unstoppable #LikeAGirl.”
As part of its mission to stop the drop in confidence girls
experience at puberty, the brand is holding Always #LikeAGirl
Confidence Summits in eight other cities around the world. To watch
the summit live from 12 p.m. to 2 p.m. EDT on July 7th, 2015, click
here: https://www.youtube.com/watch?v=pSkwHLnHpzI
“You would expect that girls believe things will get better but,
in fact, our latest research shows that one in two girls think that
in 10 years there will be the same or even more limitations for
young girls,” said Fama Francisco, Vice President, Global Feminine
Care at Procter & Gamble. “This surprising statistic is a
wake-up call for all of us to encourage girls to smash any
limitations that hold them back and empower them to be
unstoppable.”
Always is inviting girls and women everywhere to join the
movement to smash limitations and to share proudly how they are
unstoppable #LikeAGirl. Take a picture, shoot a video or send a
message using the hashtag #LikeAGirl to take a stand and show young
girls everywhere that girls can do anything and everything!
Additional Key ‘Always Puberty &
Confidence Wave III’ Study Findings
- More than half of girls (53 percent)
ages 16 to 24 feel they lacked the confidence to do whatever they
wanted to do after puberty.
- Almost all girls (89 percent) feel
there is pressure to conform to the way they’re supposed to feel
and act.
- Sixty percent of girls believe that
society’s expectations have a negative impact on their life.
- Girls are almost twice as likely as
boys to say they did not feel comfortable doing an activity in
school because of their gender.
About Always #LikeAGirl
The Always #LikeAGirl movement is being fuelled by the millions
of girls around the world who are changing #LikeAGirl to mean
amazing things. The Always #LikeAGirl campaign launched in June
2014 was inspired by the insight that the start of puberty and the
first period mark the lowest moment in confidence for girls and how
harmful words can add to that drop in confidence. It demonstrated
the profound effect the phrase “like a girl” can have on girls’
self-confidence and it inspired a movement, which has started to
change public perception: after seeing the #LikeAGirl video, most
people (76 percent of women ages 16 to 24 and 59 percent of men)
said the video changed their perception of the phrase “like a
girl,”* according to the Always Puberty & Confidence Wave II
Study. For more information about the #LikeAGirl movement, visit
Always.com.
Survey Methodology
*The Always Confidence & Puberty Wave III Study was
conducted by MSLGROUP Research utilizing Research Now Panels that
surveyed a total of 1,800 Americans (1,300 American females aged 16
to 24 years old and 500 American males aged 16 to 24). There was a
nationally representative sample group of 1,000 females and 500
males as well as an additional boost of 150 African American and
150 Hispanic American females. The survey was implemented between
the dates of April 30, 2015 through May 8, 2015.
**The Always Confidence & Puberty Wave II Study was
conducted using the Research Now Panel that surveyed a total of
1,800 Americans (1,300 American females aged 16 to 49 years old and
500 American males aged 16 to 49). There was a nationally
representative sample group of 1,000 females and 500 males as well
as an additional boost of 150 African American and 150 Hispanic
American females. The survey was implemented between the dates of
December 5, 2014 through December 12, 2014.
About TED
TED is a nonprofit organization devoted to Ideas Worth
Spreading, usually in the form of short, powerful talks delivered
by today's leading thinkers and doers. Many of these talks are
given at TED's annual conference in Vancouver, British Columbia,
and made available, free, on TED.com. TED speakers have included
Bill Gates, Jane Goodall, Elizabeth Gilbert, Sir Richard Branson,
Nandan Nilekani, Philippe Starck, Ngozi OkonjoIweala, Sal Khan and
Daniel Kahneman. Follow TED on Twitter at
http://twitter.com/TEDTalks, on Facebook at
http://www.facebook.com/TED or Instagram at
https://instagram.com/ted.
About TED-Ed
TED-Ed’s commitment to creating lessons worth sharing is an
extension of TED’s mission of spreading great ideas. Within
TED-Ed’s growing library of lessons, you will find carefully
curated educational videos, many of which represent collaborations
between talented educators and animators nominated through the
TED-Ed platform. This platform also allows users to take any useful
educational video, not just TED’s, and easily create a customized
lesson around the video. Users can then distribute TED-Ed lessons,
publicly or privately, and track their impact on the world, a
class, or an individual student. This platform is also the home to
TED-Ed Clubs – an exciting new program that aims to stimulate and
celebrate the best ideas of students around the world.
About Always
Always®, the world's leader in feminine protection, offers a
wide range of feminine pads, wipes and pantiliners designed to fit
different body types, period flows and preferences. The Always line
of feminine products includes Always Infinity™, Always Ultra Thins,
Always Maxis, Always Pantiliners and Always Feminine Wipes. Please
visit www.always.com for more information.
About Procter & Gamble
P&G serves nearly five billion people around the world with
its brands. The Company has one of the strongest portfolios of
trusted, quality, leadership brands, including Always®, Ambi Pur®,
Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®,
Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®,
Pampers®, Pantene®, SK-II®, Tide®, Vicks®, Wella® and
Whisper®. The P&G community includes operations in
approximately 70 countries worldwide. Please
visit http://www.pg.com for the latest news and in-depth
information about P&G and its brands.
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For Procter & GambleLouise Thach,
1.646.500.7790louise.thach@mslgroup.com
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