Case Study: Always #LikeAGirl Campaign

The feminine hygiene company, Always, has broken down the barriers between the awkward subject of a "lady products"business by creating a campaign to empower young women.

Always is a company under Proctor and Gable while being known for inventing the first pad with wings and developing new ways to make that "time of the month" a bit better for women all over the world.

The #LikeAGirl campaign debuted in June 2014 with the objective of empowering young women to embrace who they are and rebrand what Always stood for. Working with an agency, the company created a video a little over three minutes long asking adult women, men, young boys and then young girls to demonstrate common acts "like a girl." Most of the adult women, adult men and boys proceeded to take the phrase as an insult and do things in a wimpier fashion while the young girls did the actions to their full potential, for example, running.

After its release, this video has now received over 85 million views worldwide. As of 2015, 76 percent of girls in the age range of 16-24 no longer saw this phrase as an insult while two out of three men said they were think twice before using this phrase as an insult again. The company also released a shorter 60 second version of this video to be shown during the 2015 Super Bowl and had a brand ambassador, 15, represent this campaign at the game.

This is a shortened case study of this campaign, but it is clear that its results were substantial and Always has rebranded themselves due to its success.

What Does Public Relations Mean to Me?

Although it would be easy to write a lengthy blog post about this question, I'm going straight to the point with this one.

When the head of my university’s Communications Department asked me if I was interested in helping lead the new public relations major and club at our school towards the end of my freshmen year, I was quick to say yes to such an exciting opportunity. However, if you would have asked me then what public relations is, I probably would have laughed as I wondered the same thing.

It is now second semester my sophomore year, and without hesitation I can say that PR is more than just a fun sounding major, it is a life-changer. From the opportunities and experience being involved in our university’s Public Relations Student Society of America (PRSSA) to being one of the founders of our student-run firm, Inspired Strategies Agency, saying “yes” to my professor was the best decision I have ever made.

Public relations is a career field that can include so many different personalities and skills while expanding into so many other interests from medical to sports to non-profit to government. If asked to define PR, I would simply state that pubic relations is promoting your passion.

You have the opportunity to find your niche and advocate for the company, organization, or cause that you are passionate about. PR is a field where you can utilize skills you may naturally have and skills you learn like communicating with others, relationship building, creativity, strategic planning, writing, social media and the list continues. YOU get to build the brand and bridge the gap between who you work for and the public.

The process of defining public relations can also lead to others questions like:

-       What is the difference between PR, marketing, advertising and journalism?  

-       Are the lines clear or blurred to the differences?  

-       How can all of these fields work together in the world we live in?  

-       As a Christian, how can you leverage public relations in your future professional goals?

These are all topics I will address in future blogs, and I hope this post has brought some clarity to why I have chosen this career path and what it truly means to me. Whoever is reading this, whether you are interested in public relations or not, I challenge you now to analyze your career field and ask yourself: what does this truly mean to me and why do I do it?