A Social Experiment that Speaks Loud about what #Girlscan
“I wanted to be a doctor”, “a reporter”, “a painter”, but it didn’t work out… Did you ever wonder what happened to the aspirations and dreams of girls along the way of “growing up?” Why does a girl let go of her dreams? Always, the renowned feminine care brand, discovered that girls tend to give up on their aspirations once they reach the puberty age. According to the study, 94% of girls aged 13-15 believe they will achieve their dreams, while only 20% of women aged 18-35 were able to achieve their dreams. Girls lose confidence and limit themselves, letting go of the dreams they had when they were young.
Today, Always is launching a social experiment video #Girlscan, wanting to raise awareness on the impact of the loss of confidence during puberty on girls’ dreams. The film captures the boundless spirit little girls have as opposed to the doubt instilled in older ones. Once the curtain that separates them in the film is raised, viewers will witness the incredibly inspiring way young girls see their future and how they believe confidence can drive them forward.
For the new Always #Girlscan campaign conceptualised by Leo Burnett MENA, the brand partnered with award winning Lebanese director and social activist who found the idea nice and unique. “It was like confronting yourself in the mirror. Often, as you are growing up, you don’t feel the changes that you go through and the obstacles you set up against yourself. You need to pause and remember how you were as a child. The women who participated in the experiment or those who will watch the experiment will realise that they can overcome obstacles and pursue their dreams,” she noted.
Always Communications Director, commented: “Girls believe that with confidence and family support they can achieve anything and Always supports that. Always has been a supporter of girl’s confidence for more than 30 years, bringing both puberty education to millions of adolescent girls across the world every year, as well as the most innovative protection that enables girls to be confident every day of the month.”
Always is inviting girls and women everywhere to show the world what a girl can achieve by asking them to share their dreams on social platforms through a photo, or a video a tagged with #Girlscan hashtag so to inspire young girls everywhere that anything and everything is possible with confidence.