Media Kit 3e6x40
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Always 8325 S Always Headquarters, CA 93630
Info: Vanessa Bruno Public Relations Specialist [email protected] 559-846-5377
FOR IMMEDIATE RELEASE SHE ONCE FELT LIKE SHE CAN BE WHOEVER SHE WANTED TO BE HEADQUARTERS, CA, Sep. 28, 2018 – She is the product of what everyone expects her to be. Your typical girly-girl. She is the princess in the fairytale that awaits for prince charming to come and rescue her. She couldn’t fight the dragon herself. Of course, she’s just not strong enough. She couldn’t even run from his fire-breathing flames because she runs like a girl. According to a research study in the American Psychological Association, the self-esteem of girls is twice as worse than boys during puberty. Research showed that half of the girls who participated in sports prior to puberty quit, and that after puberty girls are more likely to accept limitations about themselves. Why is this the case? As a young child, she was given ideas of what it means to be a girl—wear pink, be pretty, be submissive. She would hear her dad tell her brother not to play with dolls because it’s too ‘girly’. She would watch shows that showed men in power representing strength and leadership while women were presented as weaker, more emotional, and fragile. Gender stereotypes have a major effect on girls, especially during puberty. During puberty is when their bodies are physically changing, giving them additional
stress in understanding who they really are. Once they hit puberty, stereotypes that were ingrained in them alters their self-perception and ultimately their behavior. Our social experiment showed that girls before puberty were not influenced by the rules of how a girl should behave. When we asked girls under the age of 10 to kick like a girl or throw like a girl, they did it with all of their strength. Yet, when we asked girls 13 years and older to throw and kick like a girl, they acted silly and pretended to lose coordination. Always wants to change that perception of what it means to be like a girl. We want to bring back the confidence and self-beliefs they had before puberty. With this campaign we are redefining what female empowerment should be, allowing girls to express themselves anyway they want. Always wants to show girls that they too are powerful. She wants to believe that she can be whoever she wants to be. She doesn’t care if she is pretty today, or ugly tomorrow. Thats not what matters. What matters is she is strong everyday and nothing can stop her. Stereotypes don’t define her. To her, run like a girl means run as fast as you can.
Always: Always is a trusted brand of feminine hygiene products since 1983. Always stands by confidence for women and empowers women to live life without limits through puberty education.
###
FOR IMMEDIATE RELEASE
ALWAYS CAMPAIGN HAS BEEN SEEN BY MILLIONS WORLDWIDE News Facts • Always launched a campaign called #LikeAGirl on June 26
• Research shows that the self-esteem of girls is twice as low than boys during puberty
• The campaign has reached 76 million views globally after three months; most viewed in Procter & Gamble Co. history; No. 2 most viral video globally
• On YouTube alone, the video has been seen 66 million times
• Engagement rate on Facebook was over two times the target, at 2.25 percent
• Shortly after the launch, #LikeAGirl started trending on Twitter with Always Twitter followers tripling in the first three months
• 1,100 media placements; 4.4 billion global impressions earned in just three months
• Ranked most popular digital campaign of the Super Bowl
Quotations • “‘Like a girl’ should never be used as an insult. It means being strong, talented and downright amazing.”—Lauren Greenfield, director and producer.
• “I am proud of the Always commitment to help girls build their confidence at puberty and beyond, especially as a father of three young girls.”—Jon R. Moeller, vice president and chief financial officer of Procter & Gamble Co.
• "I think confidence means being able to find your own power that gives you stability and allows you to follow your own path - in a way where you can express yourself.”— David S. Taylor, chairman, president, and CEO of Procter & Gamble Co.
• “I’m touched by our new campaign, because every girl is capable of greatness and we must continue to empower them to grow into strong, amazing women tomorrow.”—Fama Francisco, president for global feminine care of Procter & Gamble Co.
Multimedia • Link to How it All Started: What does “LikeAGirl mean?
• Social Experiment video 1/3:18 mins.: Like A Girl
• Social Experiment video 2/2:44 mins.: Unstoppable
• Link to Us: Our Epic Battle #LikeAGirl
Related Links • Case Study: Always #LikeAGirl
• ‘Like A Girl’ Super Bowl Ad
• The Huge Reaction to #LikeAGirl
• TIME Magazine: Redefining the Phrase “Like a Girl”
About Always • Always is the world’s leader in feminine protection since 1983. Always offers a wide range of feminine pads, wipes and pantyliners designed to fit different body types, period flows and preferences.
For More Information Vanessa Bruno
Director of Public Relations
949-299-8766
[email protected]
MEDIA ADVISORY ALWAYS WILL PRESENT A NEW WOMEN EMPOWERMENT CAMPAIGN What: Always will announce a new program called “Be a Girl’’ that helps young girls build confidence through education and social activities. A number of guest speakers, including Emma Watson, will be sharing their story and how they overcame struggles. There will be several performers, including Girlpool and Maxine Ashley. There will be five different food vendors and a number of sponsored booths that will hand out giveaways.
Who:
David S. Taylor, chairman, president, and CEO of Procter & Gamble Co., Fama Francisco, president for global feminine care of Procter & Gamble Co., and Vanessa Bruno, director of public relations of Procter & Gamble Co., will be leading the event. David S. Taylor and Fama Francisco will have an open on the main stage from 1:15-2 p.m. Director and producer, Lauren Greenfield, will answer questions about the filming of “Like a Girl” campaign.
When/Where: The event begins at 1 p.m., Saturday, Oct. 13, at The John Anson Ford Theatre complex which is situated in Cahuenga in Hollywood, California. 2580 Cahuenga Blvd. E., Los Angeles, CA 90068. The event will end at 6 p.m.
Access online available for those who cannot attend. How:
On Cahuenga Blvd., you will see a large sign for main parking which all attendees will have free access to park. Walk towards the large entrance and greeters in the front will assist you to the main event. To access online, go to YouTube.com and search for Always Brand, you will have free access to watch the event live from 1-6 p.m. ###
For More Information: Vanessa Bruno
Director of Public Relations
949-299-8766
[email protected]
BIO
David S Taylor Chairman of the Board, President and Chief Executive Officer at Procter & Gamble Co. Term of Appointment: July 2015 to present David S. Taylor was born on April 20, 1958 in Charlotte, North Carolina, United States, and graduated from Duke University in 1980 with a bachelor’s degree in electrical engineering. Fresh out of college, he started his career at Procter & Gamble Co. as a production manager which gave him the hands-on understanding of manufacturing, logistics, engineering, and supply chain operations. After several years, Taylor transferred to the brand management department where he excelled at because of his belief in understanding that consumers come first before we can serve them. Since then, he has held numerous leadership roles in the P&G business eventually being offered a position as the president and CEO of P&G. His belief that excellence is timeless allowed him to grow a diverse, world-class organization that stands by quality and service.
Vanessa Bruno Public Relations Director at Procter & Gamble Co. Term of Appointment: April 2014 to present Vanessa Bruno was born on April 10, 1992 in San Francisco, California, United States and graduated from California State University, Fullerton with a bachelor’s degree in public relations. She started her career at Bluetone Marketing as a public relations director which gave her the experience in marketing, brand awareness, and media reputation. After a few years, she ed Procter & Gamble Co. as their public relations director because she wanted to focus her energy on one brand and not several different brands. Being a woman herself, she understands the struggles young girls face and wants to be a part of an industry that did not just sell products, but also made a difference in people’s lives.
Info: Vanessa Bruno Public Relations Specialist [email protected] 559-846-5377
FOR IMMEDIATE RELEASE SHE ONCE FELT LIKE SHE CAN BE WHOEVER SHE WANTED TO BE HEADQUARTERS, CA, Sep. 28, 2018 – She is the product of what everyone expects her to be. Your typical girly-girl. She is the princess in the fairytale that awaits for prince charming to come and rescue her. She couldn’t fight the dragon herself. Of course, she’s just not strong enough. She couldn’t even run from his fire-breathing flames because she runs like a girl. According to a research study in the American Psychological Association, the self-esteem of girls is twice as worse than boys during puberty. Research showed that half of the girls who participated in sports prior to puberty quit, and that after puberty girls are more likely to accept limitations about themselves. Why is this the case? As a young child, she was given ideas of what it means to be a girl—wear pink, be pretty, be submissive. She would hear her dad tell her brother not to play with dolls because it’s too ‘girly’. She would watch shows that showed men in power representing strength and leadership while women were presented as weaker, more emotional, and fragile. Gender stereotypes have a major effect on girls, especially during puberty. During puberty is when their bodies are physically changing, giving them additional
stress in understanding who they really are. Once they hit puberty, stereotypes that were ingrained in them alters their self-perception and ultimately their behavior. Our social experiment showed that girls before puberty were not influenced by the rules of how a girl should behave. When we asked girls under the age of 10 to kick like a girl or throw like a girl, they did it with all of their strength. Yet, when we asked girls 13 years and older to throw and kick like a girl, they acted silly and pretended to lose coordination. Always wants to change that perception of what it means to be like a girl. We want to bring back the confidence and self-beliefs they had before puberty. With this campaign we are redefining what female empowerment should be, allowing girls to express themselves anyway they want. Always wants to show girls that they too are powerful. She wants to believe that she can be whoever she wants to be. She doesn’t care if she is pretty today, or ugly tomorrow. Thats not what matters. What matters is she is strong everyday and nothing can stop her. Stereotypes don’t define her. To her, run like a girl means run as fast as you can.
Always: Always is a trusted brand of feminine hygiene products since 1983. Always stands by confidence for women and empowers women to live life without limits through puberty education.
###
FOR IMMEDIATE RELEASE
ALWAYS CAMPAIGN HAS BEEN SEEN BY MILLIONS WORLDWIDE News Facts • Always launched a campaign called #LikeAGirl on June 26
• Research shows that the self-esteem of girls is twice as low than boys during puberty
• The campaign has reached 76 million views globally after three months; most viewed in Procter & Gamble Co. history; No. 2 most viral video globally
• On YouTube alone, the video has been seen 66 million times
• Engagement rate on Facebook was over two times the target, at 2.25 percent
• Shortly after the launch, #LikeAGirl started trending on Twitter with Always Twitter followers tripling in the first three months
• 1,100 media placements; 4.4 billion global impressions earned in just three months
• Ranked most popular digital campaign of the Super Bowl
Quotations • “‘Like a girl’ should never be used as an insult. It means being strong, talented and downright amazing.”—Lauren Greenfield, director and producer.
• “I am proud of the Always commitment to help girls build their confidence at puberty and beyond, especially as a father of three young girls.”—Jon R. Moeller, vice president and chief financial officer of Procter & Gamble Co.
• "I think confidence means being able to find your own power that gives you stability and allows you to follow your own path - in a way where you can express yourself.”— David S. Taylor, chairman, president, and CEO of Procter & Gamble Co.
• “I’m touched by our new campaign, because every girl is capable of greatness and we must continue to empower them to grow into strong, amazing women tomorrow.”—Fama Francisco, president for global feminine care of Procter & Gamble Co.
Multimedia • Link to How it All Started: What does “LikeAGirl mean?
• Social Experiment video 1/3:18 mins.: Like A Girl
• Social Experiment video 2/2:44 mins.: Unstoppable
• Link to Us: Our Epic Battle #LikeAGirl
Related Links • Case Study: Always #LikeAGirl
• ‘Like A Girl’ Super Bowl Ad
• The Huge Reaction to #LikeAGirl
• TIME Magazine: Redefining the Phrase “Like a Girl”
About Always • Always is the world’s leader in feminine protection since 1983. Always offers a wide range of feminine pads, wipes and pantyliners designed to fit different body types, period flows and preferences.
For More Information Vanessa Bruno
Director of Public Relations
949-299-8766
[email protected]
MEDIA ADVISORY ALWAYS WILL PRESENT A NEW WOMEN EMPOWERMENT CAMPAIGN What: Always will announce a new program called “Be a Girl’’ that helps young girls build confidence through education and social activities. A number of guest speakers, including Emma Watson, will be sharing their story and how they overcame struggles. There will be several performers, including Girlpool and Maxine Ashley. There will be five different food vendors and a number of sponsored booths that will hand out giveaways.
Who:
David S. Taylor, chairman, president, and CEO of Procter & Gamble Co., Fama Francisco, president for global feminine care of Procter & Gamble Co., and Vanessa Bruno, director of public relations of Procter & Gamble Co., will be leading the event. David S. Taylor and Fama Francisco will have an open on the main stage from 1:15-2 p.m. Director and producer, Lauren Greenfield, will answer questions about the filming of “Like a Girl” campaign.
When/Where: The event begins at 1 p.m., Saturday, Oct. 13, at The John Anson Ford Theatre complex which is situated in Cahuenga in Hollywood, California. 2580 Cahuenga Blvd. E., Los Angeles, CA 90068. The event will end at 6 p.m.
Access online available for those who cannot attend. How:
On Cahuenga Blvd., you will see a large sign for main parking which all attendees will have free access to park. Walk towards the large entrance and greeters in the front will assist you to the main event. To access online, go to YouTube.com and search for Always Brand, you will have free access to watch the event live from 1-6 p.m. ###
For More Information: Vanessa Bruno
Director of Public Relations
949-299-8766
[email protected]
BIO
David S Taylor Chairman of the Board, President and Chief Executive Officer at Procter & Gamble Co. Term of Appointment: July 2015 to present David S. Taylor was born on April 20, 1958 in Charlotte, North Carolina, United States, and graduated from Duke University in 1980 with a bachelor’s degree in electrical engineering. Fresh out of college, he started his career at Procter & Gamble Co. as a production manager which gave him the hands-on understanding of manufacturing, logistics, engineering, and supply chain operations. After several years, Taylor transferred to the brand management department where he excelled at because of his belief in understanding that consumers come first before we can serve them. Since then, he has held numerous leadership roles in the P&G business eventually being offered a position as the president and CEO of P&G. His belief that excellence is timeless allowed him to grow a diverse, world-class organization that stands by quality and service.
Vanessa Bruno Public Relations Director at Procter & Gamble Co. Term of Appointment: April 2014 to present Vanessa Bruno was born on April 10, 1992 in San Francisco, California, United States and graduated from California State University, Fullerton with a bachelor’s degree in public relations. She started her career at Bluetone Marketing as a public relations director which gave her the experience in marketing, brand awareness, and media reputation. After a few years, she ed Procter & Gamble Co. as their public relations director because she wanted to focus her energy on one brand and not several different brands. Being a woman herself, she understands the struggles young girls face and wants to be a part of an industry that did not just sell products, but also made a difference in people’s lives.
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