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Award: Wood Pencil

Wood Pencil / Digital Marketing / Use of Social Media / 2015

During puberty, girls go from believing they can do anything to questioning everything. As their self-confidence is undercut by discouraging media and experiences on the playground, their taught that doing something 'like a girl' might not be a good thing. Always, a brand girls count on for superior protection, wanted to change that. Along with Leo Burnett Toronto, they asked young men and women to run, fight and throw 'like a girl'. Then asked prepubescent girls to do the same. The emotional results showed that doing something 'like a girl' shouldn't be an insult, inspiring society to turn an undermining expression into an inspiring mantra. The film launched on YouTube with limited paid support. Influencers joined the conversation unsolicited and over 20 female organisations spread the word. With the hashtag #LikeAGirl as the call to action and the rallying cry, the piece became the fourth most viewed ad on YouTube in 2014, with over 85 million global views, over 290 million social impressions.

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