Always Updates #LikeAGirl Campaign Ahead Of Rio Olympics

Always' "Like a girl" campaign will "almost certainly feature top of the list" of brands that have made a positive impact empowering women in sport, according to CAMPAIGN LIVE. Always first launched the activity in June '14, "highlighting how negative female stereotypes are created later on in life, particularly when girls begin puberty." The campaign "attracted a huge amount of press and public interest," taking home a Glass Lion in Cannes, while the video "clocked up more than 62 million views on YouTube to date." Always "is not prepared to let this message dwindle." The "Keep Playing" campaign addresses the fact that half of young women quit the sports they are passionate about "due to outside pressures associated with their gender." The spot "comes four weeks before the 2016 Olympic Games, for which the brand is a partner." The spot follows the "now well-known format of interviewing real girls, asking simple questions that start wider global conversations" (CAMPAIGN LIVE, 7/29).