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ALWAYS LAUNCHES ICONIC CAMPAIGN IN SOUTH AFRICA
The #LikeAGirl campaign encourages South African girls to feel proud and stand up for their dreams
Always, the leader in global feminine care, continues to support South African girls and young women to be confident, especially during puberty.
A new Always survey conducted locally, finds that almost half of South African teen girls and young women surveyed say that getting their period decreased their confidence. On top of a troublesome phase of puberty and having your first period, the phrase “like a girl” has become an expression of negativity. It is used by many to hurt and reinforce a stereotype of female inadequacy that contributes strongly to a girl’s drop in confidence. Always, together with 82% of South African girls, want the phrase “like a girl” to mean something positive and encourage girls to be brave and stand up for their dreams.
“Confidence plays an integral part in the development of young people, especially teen girls. The lack of confidence can significantly hamper their growth and lead to them not being able realise their potential. I am proud of the Always commitment to inspire girls to grow up to be confident women,” says Jeanne Du Plessis, Procter & Gamble South Africa spokesperson.
South Africa has a history of women doing amazing things. This is why Always is drawing inspiration from the remarkable South African women who stood up for what they believed in, to ensure that South African girls grow up to be confident women by standing up for their dreams.
For more than three decades, Always has empowered girls worldwide by educating them about puberty and their period. “Together, we can stop the drop in confidence and make puberty a moment that propels girls into womanhood with confidence, following in the footsteps of extraordinary South African women. Together, we can rewrite the rules and make ‘like a girl’ mean amazing things,” concludes Du Plessis.
Key survey findings:
- 62% of South African teen girls felt awkward when they reached puberty.
- Almost two thirds of young South African women would tell their younger self not to lose confidence during puberty.
- 59% of South African teen girls wish they had been better prepared for puberty.
- For more than half of South African teen girls, their first period marked a low moment in their confidence.
- 82% of South African teen girls want “Like a girl” to mean something positive.
- Only about half of South African girls feel that they had good mentors as a teenager.
- 72% of South African teen girls would describe themselves as self-conscious and two thirds of young women still feel this way.
Make sure you have a look at the #LikeAGirl video: http://bit.ly/2uR5oJF
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 and offers puberty and period advice for teens through BeingGirl.com. 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 approximately 4.8 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®, Duracell®, 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.