This video is part of the #LikeAGirl campaign by Always, a brand of feminine hygiene products. The campaign aims to keep girls’ confidence high during puberty and into adulthood, since “like a girl” is often used as an insult for girls and boys, which negatively affects the confidence and self-esteem of girls from a young age and especially at puberty. This video highlights the limitations and boundaries that girls feel pressured to conform to, including the things they are expected to be able to do or not do because they are girls. For example, one girl talks about how she feels like she has been told that she cannot be brave, and another says that she cannot be the one doing the rescuing because it’s always boys doing the rescuing in stories. In the video, the girls are answering the production crew’s questions about these pressures, and are asked to write down one of the things they mentioned on the side of a white cardboard box. They are then invited to physically tear down these limitations, by breaking up or overturning the boxes. Throughout the video, messages such as “Always wants every girl to stay confident…so nothing can stop her” are shown. The video closes with the Always logo, and the message, “rewrite the rules,” and an invitation to join the #LikeAGirl campaign.
Recent years have seen a trend in which teenagers post videos of themselves, asking viewers if they are “good looking” or “ugly”. This clip was one of the first to gain popular media attention, getting numerous comments and being picked up on mainstream news shows. An article in the Huffington Post described that, “The sheer number of these videos, and how regularly their creators reference other ones, suggests that a virtual community has formed around the concept.”
In 2013, Disney-owned Marvel Comics, publishers of popular superhero franchises such as X-Men, Spiderman, and The Incredible Hulk, manufactured and sold boys and girls t-shirts for the Avengers comic franchise. The shirt for boys is blue and has an image of Iron Man and the words “Be a Hero” printed across the chest. The shirt for girls is red and has a group of Avengers - The Hulk, Thor, Captain America, and Iron Man - with the words “I need a hero” printed on it.
Ban Bossy is a campaign that the Girl Scouts of America and Facebook CEO Sheryl Sandberg co-created in 2014. The campaign has produced several videos featuring a range of women and girl’s narratives about being called bossy. In this video, “I’m Not Bossy, I’m the Boss,” celebrities and public figures including Beyonce, Jennifer Garner, Jane Lynch, Diane von Furstenburg, and Condoleezza Rice talk about women’s experiences asserting themselves. As the campaign explains, between elementary and high school, girls’ self–esteem drops 3.5 times more than boys’ and girls become less interested in leadership than male counterparts.
This advertisement for the Argentinian Banco Provincia aired in 2009. It features a conversation between a transgendered woman and an older man. The man has come to apologize for his previous treatment of the woman. It seems that, after his bank chose to grant them both a loan, he has come to see that he should treat her with a greater level of tolerance and acceptance. The text at the end of the ad roughly translates to: "Your life changes when there is a bank that is able to change."