I first blogged about P&G's "Like A Girl" campaign for Always back in July, when I found myself wondering if it will be viewed as an imitation of Unilever's long-running "Real Beauty" effort, or in its own right.
The campaign has had its share of critics - including some who point out the video doesn't even mention menstruation.
As I mentioned at the time, I'm personally all for anything that helps boost self-esteem. And while some of the conventions here have been used by Unilever's Dove brand for years, the entry point in this initiative is in many (many) ways even more important than beauty (inner, outer or otherwise). It's about what it means to be a capable, powerful human being.
As readers of my book THE ON-DEMAND BRAND know, I'm a huge fan of Unilever's decade-long "Real Beauty" campaign. But that doesn't mean there isn't room for more efforts that collectively champion a change in the entire conversation about how products are marketed to women.
The advertising industry, for one, seems to agree. This month, the campaign - from Leo Burnett Worldwide - won the coveted Grand CLIO Award (which as Slate points out, wasn't without some controversy: Accepting the award, as several female colleagues stood silently in the background, was a man.)
What's your view? A sign of many more such campaigns, from many more brands, to come?
An obvious, one-off "pinkwashing" effort?
Or something in-between?
Read more about the #LikeAGirl CLIO win here.
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