EVP BUSINESS DIRECTOR AT ARC WORLDWIDE/LEO BURNETT
With more than 80 million views worldwide, the Always #LikeAGirl campaign has captured the public’s imagination. It has swept the board at award ceremonies, and was featured during the Super Bowl’s commercial break. As campaigns go, it doesn’t get much better. Here, Karuna Rawal, EVP Business Director, Arc Worldwide/Leo Burnett, gives us a glimpse of working on a campaign that has become an anthem for the empowerment of young women.
EVP BUSINESS DIRECTOR CHEZ ARC WORLDWIDE/LEO BURNETT
Two years ago, I was asked to be part of a SWAT team to help Always, P&G’s feminine products brand, develop a breakthrough campaign. Equipped with data on confidence, we realized that half of girls lose their confidence during puberty. That’s powerful insight and provided us with the platform we needed. Together with the talented teams in Chicago, Toronto, and London, we took the phrase #LikeAGirl that has become a commonplace insult to knock girls’ confidence, and filmed the reaction of adults and young girls to the comment. By making people aware of the issue, we hoped to forever change #LikeAGirl to mean incredibly strong and amazing things. The results speak for themselves: 40+ awards, including 14 Cannes Lions, and a Creative Arts Emmy for Outstanding Commercial. A recent study by Always also shows that after watching the video, 76% of girls aged 16-24, no longer see #LikeAGirl as an insult. For me, this campaign has been the highlight of my career, an amazing opportunity and experience. As a mother of teenage girls, I was delighted to work on such a genuine and authentic project that is really making a difference.
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