The main communication message of the first campaign was ‘Let’s make #Like a Girl mean amazing…

The main communication message of the first campaign was
‘Let’s make #Like a Girl mean amazing things’ while the motto read ‘Rewrite the
rules’ (#Like a Girl advert 2014). The second campaign’s main communication
message was ‘Share how you are unstoppable’ and the main motto of the campaign
was again ‘Rewrite the rules’ and ‘Join us to champion girls’ confidence’
(‘Like a Girl – Unstoppable advert 2015). Picture 8.2 A campaign showing images
of girls doing well at sport set out to challenge common stereotypes of what
girls could and could not achieve This campaign is not just about these adverts
but a holistic campaign entitled ‘Our Epic Battle #Like a Girl’, and the
company also runs community programmes as well as educational programmes in
schools (Always 2016). This campaign also initiated large media interest in the
US and abroad. For example, in the UK, the Daily Telegraph reported on the
campaign, acknowledging that there is a pressure on girls even in the UK and
that this problem should be addressed (Cohen 2015).

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