Always #LikeAgirl - Contextual research

Always #LikeAgirl

"Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s confidence.

We’re kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing." [http://www.always.com/en-us/likeagirl.aspx]

https://www.youtube.com/watch?v=XjJQBjWYDTs

A powerful youtube video depicting what young people feel what it is like to do something 'Like a girl'.

Always #LikeAgirl website

"Here at Always we believe that no girl should lose self‑confidence during puberty, and have been fighting to empower women everywhere through education for the past 30 years."

"What do you do #LikeAGirl? We’re stronger together, and we’re making incredible strides every day. Join millions of girls who are changing #LikeAGirl to mean awesome things—by showing young girls everywhere that doing things #LikeAGirl should never be used as an insult—that it means being strong, talented and downright amazing."

[http://www.always.com/en-us/likeagirl.aspx]

Like a girl is a campaign based at younger girls, using the phrase 'Like a girl' being asked to children and receiving responses which generally fulfil the derogatory statement  'Like a girl', but the responses from these younger children are surprisingly powerful and emotion provoking, where the girls and boys consider the phrase  'Like a girl' to be the same as  'Like a boy' would be, giving it your all, putting in all of their effort.
#Likeagirl's campaign uses pastel blues and strong block fonts for their branding, appearing rather contradictory to their cause using generally perceived 'masculine' tones and stronger, bolder fonts, this juxtapose is something that gains momentum and respect for this series.