A So­cial Ex­per­i­ment that Speaks Loud about what #Girlscan

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“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.

Nada Du­gas,

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