Always – Keep Playing #LikeAGirl
At puberty, girls' confidence plummets and more than half quit playing sports. As a sponsor of the 2016 Rio Olympics, Always partnered with soccer superstar Alex Morgan to draw attention to this fact by convincing Alex to do the unthinkable – quit herself. The response was overwhelming. The media and her fans pleaded with her to keep playing. We used this cultural moment to continue building conversation around the issue and to encourage girls to keep playing because sports keep girls confident.
Always – Keep Going #LikeAGirl
Always continues its global mission to help build girls confidence by encouraging them to embrace failure as fuel. 50% of girls feel paralyzed by the fear of failure. We set out to change this by encouraging girls to try, fail, learn and Keep Going #LikeAGirl.