Do we limit girls and tell them what they should or shouldn’t be or do? Do we box them into expected roles?

The answer was shocking.

72% of girls DO feel society limits them, especially during puberty, a time when their confidence completely plummets. Always is on an epic battle to keep girls’ confidence high during puberty and beyond. The following video is a social experiment which has sparked a global conversation, in order to boost women’s confidence by changing the meaning of ‘like a girl’. Always wants this to change from being an insult to a great compliment. And with your help, that conversation has swept throughout the globe, creating huge movements in social concepts.

We want to champion all girls. We want them to be Unstoppable. #LikeAGirl


The new Always #LikeAGirl Unstoppable video reveals how societal expectations hold girls back. Always is taking action by partnering with Academics and TED to teach confidence to girls at puberty.

Phrase such as ‘girls can’t be brave’ and ‘girls aren’t strong’ sound as if they should hail from a bygone era, but a new Always social experiment has revealed that many girls nowadays feel limited by society’s expectations of women, and the data from the most recent Always Confidence & Puberty survey is there to prove it.

Always, the leader in global feminine care, is proud to announce the launch of its latest online video, entitled Always #LikeAGirl Unstoppable. Last summer, documentary filmmaker Lauren Greenfield had launched the initial Always #LikeAGirl video.


Always has once partnered with Greenfield to create a new video, which highlights how society’s expectations have a profound impact on girls’ confidence, especially when entering puberty. Girls and women of varying ages and backgrounds were asked if they were ever told they should or shouldn’t do something because they’re a girl.

With the new Always #LikeAGirl Unstoppable video comes the next phase of the Always #LikeAGirl campaign – the creation of the Always Global Confidence Teaching Curriculum. This will be a programme that will benefit millions of girls around the world. The new confidence teaching curriculum will incorporate the latest research on confidence-building, and is being co-developed by Always and education-orientated leaders and experts. The curriculum builds on Always’ 30 year heritage in puberty education and will reach up to 20 million girls in 65 counties per year. Additionally, TED, the non-profit organisation devoted to spreading ideas, has committed to support Always in teaching confidence to young girls. In this ground breaking partnership, Always and TED will develop and spread confidence-inspiring content through TED-Ed, a leading educational platform which spreads lessons worth sharing.

“In the spirit of TED’s mission, that of ideas worth spreading, we are partnering with the #LikeAGirl campaign to reach young girls at a critical stage in their lives,” said Stephanie Lo, TED-Ed Programmes Director at TED. “We’re excited to work with Always on developing engaging educational content to help girls around the world maintain confidence through puberty and beyond.”



The new Always #LikeAGirl Unstoppable video and confidence education efforts were unveiled during the global Always #LikeAGirl Confidence summit in New York City. The summit featured a keynote address from the young actress and female empowerment advocate Maisie Williams, the 18-year-old star who plays Arya Stark in HBO’s Game of Thrones. Williams serves as an inspiring role model to girls everywhere, and has joined Always to spread the word about the #LikeAGirl mission.

“I believe it’s important for young women to feel supported and motivated to pursue their passions,” said Game of Thrones star Maisie Williams. “I applaud the work that Always is doing and am proud to join them in empowering girls to be confident and unstoppable #LikeAGirl.”

Always is inviting girls and women everywhere to join the movement, to smash limitations, and to share proudly how they are Unstoppable #LikeAGirl.

Take a picture, shoot a video or send a message using the hashtag #LikeAGirl to take a stand and show young girls everywhere that girls can do anything and everything!