Procter & Gamble brand Always is continuing the #LikeAGirl campaign with Always Girl Emojis, a project encouraging the development of more emojis featuring women. Research run by P&G revealed that while girls are likely to regularly use emojis on their phones, there are few emojis that truly represent girls beyond the stereotypes associated with femininity. The Always Girl Emojis commercial interviews girls about their experience of emojis, career aspirations and their suggestions for the future. The gender bias campaign is part of the brand’s focus on stopping the drop in confidence girls experience at puberty.
“72% of girls feel that society limits them, by dictating what they should and shouldn’t do. Sometimes, these limiting messages can be found in unexpected and subtle places – like on your phone. They may seem small, but emojis are more than just funny faces. They’ve become how girls express themselves in text and online. But do emojis truly represent girls? Always asked, and it turns out 67% of girls feel that even emojis imply that girls are limited. Together, we can change that! Let’s make girl emojis as unstoppable as the girls they represent. Tell us yours with #LikeAGirl.”
The Always Girl Emojis campaign was developed at Leo Burnett Chicago by executive creative director Nancy Hannon, creative directors Natalie Taylor and Isabela Ferreira, art directors Jin Yoo and Amanda Mearsheimer, copywriter Garrett Vernon, executive account director Annette Sally, account director Katie Nikolaus, account supervisor Sarah Kaminsky and assistant account executive Susanne Sward.