DeeryJennifer

Jolie Egan – behind the #LikeAGirl campaign. NSL Group in NYC

The campaign is relatable for almost anyone….regardless of age or demographic

Wanted to promote girls using their voices without fear. Give them the courage to be themselves.

First grade girls will all say that they themselves are the best runner.

Fifth grade girls will all point to who is the best.

Ninth grade no one will raise a hand or point or will disclaim their skills.

Girls become less confident owning their skills.
Always is constantly researching how to help Girls.

More than half of girls lose confidence during puberty, and many never fully recover. Wanted to address this is find ways to combat this. Research found that the power of words needed to be addressed. Words can be harmful – they can hurt. The negative words really stick with you.

Changing how we talk, changes how we think and act. Feminizing can be polarizing buy “girlpower” can be empowering. Wanted to change the connotation of the phrase “likeagirl” into a powerful manifesto.

Uncover the unconscious bias most people are not even aware of.

If you counted every impression of this campaign, you would be finished in 2047!

Prior to viewing the film, 19% of girls had a positive association with the phrase “like a girl” 6 months later, 76% no longer saw the phrase as an insult.

Next – took the campaign to the NFL – for a Superbowl ad. Went against expectations to show female geared advertising and had an entire social media campaign built up for support.

From the Super Bowl – the team saw the movement beginning and realized they were onto something and the conversation was evolving. The next part of the campaign was to shine a light on more of the #likeagirl stories and thank the fans.

89% of girls feel pressure to conform to how they are supposed to feel and act.

7 out of 10 feel held back by society and expectations.

53% lack confidence to do whatever they want after puberty.

51% of girls thing that in 10 years there will be the same or even more limitations on young girls.

Next – exploring the concept of girls being Unstoppable – limitations placed on girls (and women) Beyond the videos, focus is on developing a confidence teaching curriculum for girls and women. Premise is that confidence can be taught.

For good content:

• Grounded in Audience truth
• Be authentic – find stories that resonate
• Talk and act   – be real, live the message

Have some sort of data (qualitative or quantitative) to back up your message and reasons for moving forward. Be aware of the reactions to your content and what you put out.