Sheela Baral 9peJ

#Like a girl - advertising campaign

“Like a girl" sponsored by the brand Always is a web advertising and marketing campaign by
Leo Burnett. This video took a commonly used insult “like a girl” to prove that it’s downright
amazing. It was created to show that “like a girl” is powerful and should be said as a positive
statement instead of an insult.
This advertising and marketing campaign targeted young girls. This ad’s aim was to change
the phrase “like a girl” from an insult to a complement. The Message was to redefine what
“like a girl” means by showing the world that it can mean amazing things. It tells girls,
without getting ashamed by the impression “ like a girl” prove them wrong by showing
what girls can really do.
To get this message across, they created a social experiment, holding a fake casting-call
with young women and men, boys and girls. They asked them to do things 'like a girl', for
example to run or fight like a girl. Women, boys and men behaved in a silly and self-
deprecating way, acting out the insulting stereotype. But when little girls were asked to do
the same thing they run as fast as they can, understanding like a girl to mean strong,
powerful and athletic. They ran and fought as hard as they could, with confidence, pride
and incredible self-belief. The ad pulls on pathos by asking when did like a girl become an
insult? This in an appeal to audience, playing on their emotions and making them release
the hurtful impacts that unsung female as synonym to weak can have. The ad also uses
logos to make its point, and different camera angels were used to show actors emotions
and feelings.
When I saw this advertising campaign it boosted my self-esteem and self-confidence. After
seeing this Ad, I know that I’m not going to be ashamed if someone says you do things “like
a girl.” This ad was very successful in getting their message across. They were specific with
their target audience and it was relevant to them. The content was consistent in theme- to
help puberty girls champion confidence. This Ad creates a Kingdom for puberty girls,
empowering them with valuable content and reaching them through effective channels.
Many people are now proudly tweeting what they do “like a girl”. That’s why Always #Like a
girl is such a huge success! It racked up 31 million views in just a week and also won Emmy
Award for Outstanding Commercial. If I was asked to change anything that I could in this
advertising campaign I won't have anything to change as its already powerful and very
successful.
To conclude, “like a girl campaign by Leo Burnett’s was a very successful campaign. It
reached up to 31 million view in just one week. It was successful in getting their message
across. Many people realised how devastating the phrase like a girl is and started to do
something about it.I think they reached their aim and the target market got the message.
Sheela Baral 9peJ

Media campaign
Slogan: One team one dream
Target group: 13-17 year old girls because at this time of age most girls don’t care about
physical activity and mostly spend their time in their phone.

Aim: 13-17 years old girl’s level of physical activity is low which can lead to obesity at
young ages. So my aim is to increase the number of 13-17 year girls participating in
volleyball around penshurst in order improve their overall physical activity level.

Description of media advertisement: There will a girl aged around 15 watching

YouTube and an ad comes up saying be careful many teen are dying because of obesity
result of low level of physical activity. She realises that she also has low level of physical
activity and gets warned. The next day she is seen playing volleyball with a team. At the end
of the ad there will be a website for the volleyball where they can fill a form and join in. This
will be set somebody’s house when she is watching YouTube and, when she plays volleyball
it will be set in olds park.

Types of media used and why: YouTube ads and instagram, tweeter and Facebook
posters saying Join a team to fulfill your dream. Don’t give up on your life by not doing
physical activity so get your acts together. I am going to use social media apps like YouTube,
tweeter, Facebook and Instagram as my media source for the ad and poster because most
teens spend their time on social media so they can easily see the ad. This ad will also be
shown on tv at round 6 so when the parents watch and see the ad they can talk to their
children about it.

Resources to implement this campaign:

 Time — I think we will be able to finish it in 5 days, 3 days filming for 6 hours and 2
days editing.
 Staff and volunteers — the camera person, 2 editors, general assistant and the main
character- a girl
— 11 girls that want to volunteer for the volleyball game.
— Computer tech crew to finalise the production.
 Money — the camera person gets $27 per hour, the main actor will get $30 Per
hour, the general assistant gets $20 per hour just on three filming days. And finally
editors get 30 per hour. So, total money is for staff would be approximately $1746.
My budget for advertising would be $12,000. I will have $20000 budget for all
together.
Sheela Baral 9peJ

 Safety issues — the players will need to be careful while playing so they don’t hurt
themselves
 Venues needed: The venue will be somebody’s house and olds park.

Why my campaign would be effective:

I think this campaign would be effective because there is a girl watching YouTube and she
realises that she has low level of physical activity which happens in most teens so they can
easily relate to it. The consequence of not doing physical activity is been said so people can
understand it and start to do physical activity. Poster that’s put up in Instagram, Facebook
and tweeter allows people who haven’t t see the ad to get exposure. I think I would
successful in getting the message across to many people as I’m using quite a few types of
media.