During Super Bowl XLIX, feminine care brand Always caused a bit of a ruckus among Internet haters with its #LikeAGirl campaign. The campaign, which aired its first spot in June of last year, uses “real people” to act out how girls run, jump, punch and kick. The aim is to female empowerment, meant to draw attention to the crippling social atmosphere that tells us doing something “like a girl” is to do it badly, weakly and ultimately inferior to how a boy would do it.
Now, you might think a message that promotes women would be universally lauded. And by most accounts it was. Always cut through football’s male-oriented culture with a positive, eye-opening message and inspired movement where few women’s brands play. Always was right brand, in the right moment, with the right message. Women loved it, helping push the hashtag to trend by sharing powerful content about strength and femininity.
But that didn’t sit right with the meninists of the world.
Following the spots airing during the big game, anti-feminist oafs galvanized to mount a virulent reaction against the ad. Dubbed #LikeABoy, the response took many shapes. From misunderstanding that the #LikeAGirl message was an attack of men, not promoting gender equality…
…to flat out sexism rooted in patriarchy, ignorance and hate not even worth sharing on this platform.
What these “men’s rights” advocates miss is critical point: they as part of the patriarchy are the majority, and part of the problem. #LikeAGirl isn’t a campaign to establish female superiority; it’s a movement to identify that our language and culture (and through their use, we) are degrading women by associating women with the lesser. It’s no different than the negativity around the term “gay” (i.e. “Yo that’s gay!” to mean “bad”).
Fortunately, women and feminist allies showed they were up for the fight. When #LikeABoy began to gain steam, this vocal group took over the hashtag to point out its stupidity and misunderstanding of how gender inequality works.
And yes, men “who get it” got in on the action and show their support:
Why It’s Hot
Always took a bold step forward for women everywhere with #LikeAGirl. The spot got people talking, good and bad. And the power of the women’s rights movement shows that brands who speak to and empower under-served communities online can do more than with brownie points. what’s funny out of all this is that the Always brand didn’t get caught in the fight, their audience did. And their audience fought back. Scrolling through the top tweets in #LikeABoy are evidence of that.
Source: Huffington Post