This Powerful Video Ad Calls For A More Empowering Range Of Female Emojis

Jenny Proudfoot

As we #BREAKFREE from gender in the ninth week of our campaign, we’ve noticed the lack of female emojis. Always sanitary towel brand are changing that with this new video ad and campaign to get emojis to represent all…

Remember the 2014 #Likeagirl viral campaign by Always? Well the sanitary towel brand is at it again, launching a new #Likeagirl video ad today, this time focusing on emojis and their negative representation of women. The campaign highlights the role of gendered emoticons in reinforcing social stereotypes and calls for a more empowering range to choose from.

Girls send over a billion emojis a day and ‘in a world where teens use Kim Kardashian emojis as their primary language’, Always is questioning the extent to which emojis actually represent young women.

According to the #Likeagirl survey, 48% of 16-24 year old girls believe that female emojis are stereotypical and a limited representation of females’ interests (we do other things besides having our hair cut, painting our nails and wearing crowns people!) Anyway, Always (the good old voice of reason) has decided that it is time for change.

The campaign is calling for female emojis to be portrayed more progressively, including options showing female athletes and law enforcement officers.

‘There are no girls in the profession emojis’, one girl in the video pointed out, ‘unless you consider being a bride to be a profession’. Another girl questioned the absence of female sports related emoticons, the only one that she could find being the girl surfer emoji, before realising that in fact it was just a boy with long hair.

In an effort to stop emojis from disempowering young girls and limiting us to stereotypes, Always are calling on girls to share what emoji they would like to see represent them, using the hashtag #Likeagirl.

‘I want to see a female wrestler’ one girl put forward, whilst another wanted ‘a girl playing the drums’. ‘There should be a cop that’s a girl and a lawyer that’s a girl and a detective that’s a girl’ insisted one participant before her friend chimed in ‘and a super badass girl’.

Hats off to you Always, it’s not only one hell of an empowering campaign, but it also makes us want to buy your sanitary towels.

‘Let’s make emojis as unstoppable as the girls that they represent.’



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