Marketing to Girls and About Girls: Always

Procter & Gamble's Always brand of feminine hygiene products has been running an ongoing girl empowerment campaign in broadcast and digital media.

The campaign includes such hashtags as #LikeAGirl and #BanBossy, among others, to echo the main messages of boosting girls' confidence.

Some of the messages refute the idea that doing things "like a girl" (throwing a baseball, running) is an insult. Others encourage girls to stand up and be leaders, changing the perception of girls as "bossy"when they take the lead.

The brand's Super Bowl #LikeAGirl ad received many positive comments and the campaign has won a number of awards. With partners like the Girl Scouts of America and AARP, among many others, Always is showing its social responsibility strength and building its brand in a meaningful way.