P&G – Always’ #LikeAGirl campaign set out to address the drop in confidence more than half of girls experience during puberty. The first #LikeAGirl social experiment video was a huge success, generating almost 100m views. The challenge was how to build on this. P&G – Always set out to emphasise actions behind its call for change. Based on insight from MSL Group, it evolved a new social experiment showing the way girls feel boxed in by societal expectations. Award-winning director Lauren Greenfield again captured girls’ responses on a film. This became the focal point of a new campaign supported by a Global Confidence Summit created to enable P&G – Always to reach parents in a meaningful way. A new Confidence Teaching Curriculum was also designed to address pubescent girls’ mind-set about their attributes and confidence and expand P&G – Always’ puberty education curriculum for schools. With campaign ambassador Maisie Williams and partnerships with Google/ You Tube and TED, the new programme was a success and the film had doubled the impressions the first film generated within the first 48 hours of each films’ launch.