Ahead of the Olympics, the advertising campaign is focusing on keeping girls involved in sport
"Like a girl" is a phrase that is often used as an insult, but a new campaign looks to inspire female athletes to reclaim it and redefine what it means.
Ahead of the Olympics, the 'Like a Girl' campaign from Always takes the stories of a number of different young athletes and asks them what they have been told that would have discouraged them from taking up or continuing with the sports that they love.
A statement about the launch of the campaign highlights that "seven out of 10 girls feel they don’t belong in sports, so it’s really no wonder that over half quit sports around puberty, at a moment where their confidence plummets and they are trying to conform to societal expectations."
The same tagline was used in a campaign in 2014, based around the showing how the phrase has a negative connotation for teens and adults, but not for younger girls.