You know those cheesy as can be, make you feel fuzzy and warm, watch over and over again…tampon commercials?
Except for the latest one, #LikeAGirl, from Always.
You probably wouldn’t know it’s a tampon commercial, but products aside, the ad is part of what the company’s calling an “epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond.” The woman who made the video had this to say:
“In my work as a documentarian, I have witnessed the confidence crisis among girls and the negative impact of stereotypes first-hand…When the words ‘like a girl’ are used to mean something bad, it is profoundly disempowering. I am proud to partner with Always to shed light on how this simple phrase can have a significant and long-lasting impact on girls and women. I am excited to be a part of the movement to redefine ‘like a girl’ into a positive affirmation.”
The gist of the ad is this: somewhere along the way growing up we start to think of “like a girl” as an insult. Rather than letting it be so, we should take it as a compliment.
I can see why Always would want to put out a video like this. Of course they want to connect with the messages that make women feel warm and fuzzy–it’s women and women alone who are going to be deciding which box of tampons to pick up (though that didn’t stop men from tossing in their two cents in the comment section, though, if you’re bored and want some entertainment). And I think they have a pretty good position from which to promote a better way of thinking about being a girl given that we’ve all got an Aunt Flow to accommodate, ladies. Sure, they’ll make some money off of it, but a campaign to help girls with confidence? I’m good with that! From apologizing profusely to thinking we’re not good enough, I think there’s a bit of a confidence crisis going on with girls–and a similar situation with boys, I’d add–these days, and when we don’t have confidence and self esteem, we don’t live the best lives we can.
“Like a girl” only carries a negative connotation if we let it. In my experience, it’s people who are feeling threatened who might throw this kind of an “insult” out. The more that we see women and girls doing amazing things, the less association there will be between “like a girl” and anything bad. If our gut reaction when we think of doing things “like a girl” is to think of Chrissie Wellington racing Ironmans or Serena Williams playing tennis or Camille Leblanc-Bazinet doing CrossFit, the phrase will cease to be an insult.
I am sure that there are some that would argue that reclaiming “like a girl” might just reinforce that there are differences between boys and girls. But I personally do not mind that I am different than boys. There might be things that I don’t do as well as an average male–but there are things that I can do that boys cannot (i.e. carry and give birth to a child). Women are certainly held back if they think of themselves as the weaker sex and let it stop themselves from trying. Luckily, women don’t have people telling us that our uteruses are going to prolapse from any kind of strenuous exercise or that we need to conserve our vital energy for our more feminine pursuits these days. Without those kinds of messages, women push the envelope and achieve amazing physical feats. The goal shouldn’t be to be the same as a man, it should be to stop thinking about being a man as somehow better than being a woman. With that kind of thinking, it’s no wonder that people take “like a girl” as an insult. There’s a difference between reinforcing differences and embracing them. I know that accepting that there are things about being a girl–i.e. needing more fat in order to stay healthy, not having the same amount of muscle, etc.–frees me up to try my hardest at doing things well, giving me the freedom to live #LikeAGirl without feeling bad about it.
What do you think of the #LikeAGirl video/campaign?
Do you take it as an insult if someone tells you you ______ “like a girl”?