New Always Survey Reveals Two Thirds of Girls in the UK Feel Held Back by Society

“Girls can’t be brave” and “girls aren’t strong” are limiting phrases seemingly from a bygone era, but a new Always social experiment reveals that many girls today feel limited by society’s expectations of women. In fact, data from the most recent Always Confidence & Puberty Survey*, shows that 66 percent of girls in the UK feel held back by society, which they believe dictates what they should, and shouldn’t do. Today, Always, the global leading feminine care brand, is announcing the launch of its latest online video entitled “Always #LikeAGirl Unstoppable.” To create this new video, Always partnered with award-winning documentary filmmaker Lauren Greenfield, director of the Always #LikeAGirl viral video that launched last summer. It highlights how society’s expectations have a profound impact on girls’ confidence, especially when they enter puberty. Girls and women of varying ages and backgrounds were asked if they were ever told they should or shouldn’t do something because they’re a girl. Find out their answers by watching the video here

With the new “Always Unstoppable #LikeAGirl” video comes the next phase of the Always #LikeAGirl campaign: the creation of the Always Global Confidence Teaching Curriculum, a program that will benefit millions of girls around the world. The new confidence teaching curriculum, incorporating the latest research on confidence building, is being co-developed by Always, education thought leaders and experts. The confidence curriculum will be added to Always’ existing Puberty Education Programme, building on their existing 30 years of experience of puberty education in schools across Ireland and the UK and reaching up to 20 million girls in 65 countries per year.

Additionally, TED, the non-profit organization devoted to spreading ideas, has committed to support Always in teaching confidence to young girls. In this first-of-its-kind partnership, Always and TED will develop and spread confidence-inspiring content through TED-Ed, a leading educational platform spreading lessons worth sharing.

“In the spirit of TED’s mission, ideas worth spreading, we are partnering with the #LikeAGirl campaign to reach young girls at a critical stage in their lives,” said Stephanie Lo, TED-Ed Programs Director at TED. “We’re excited to work with Always on developing engaging educational content to help girls around the world maintain confidence through puberty and beyond.”

The new #LikeAGirl video and confidence education efforts was unveiled to coincide with a series of nine Always #LikeAGirl Confidence Summits being held around the world in twenty four hours, including London. The New York Summit featured a keynote address from international teen actress and female empowerment advocate Maisie Williams, the 18-year-old star who plays Arya Stark on HBO’s Game of Thrones. Williams serves as an inspiring role model to girls everywhere and has joined Always to spread the word about the #LikeAGirl mission.

“I believe it’s important for young women to feel supported and motivated to pursue their passions,” says Game of Thrones star Maisie Williams. “I applaud the work that Always is doing and am proud to join them in empowering girls to be confident and unstoppable #LikeAGirl.”

“You would expect that girls believe things will get better but, in fact, our latest research shows that three in five girls think that in 10 years there will be the same or even more limitations for young girls,” said Roisin Donnelly, mother to three teenage girls and Brand Director, Northern Europe at Procter & Gamble. “This surprising statistic is a wake-up call for all of us to encourage girls to smash any limitations that hold them back, and I feel passionately that my three girls, and all girls in their generation should feel unstoppable, and not have any barriers because of their gender.”

Always is inviting girls and women everywhere to join the movement to smash limitations and to proudly share how they are unstoppable #LikeAGirl. Take a picture, shoot a video or send a message using the hashtag #LikeAGirl to take a stand and show young girls everywhere that girls can do anything and everything!

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