Cannes Lions

Girl Emojis

LEO BURNETT CHICAGO, Chicago / PROCTER & GAMBLE / 2016

Demo Film
Presentation Image
Presentation Image

Overview

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Credits

Overview

Description

At puberty, girls’ confidence plummets, often because society limits girls to stereotypes. These stereotypes can even be found in subtle places – like on phones.

Girls send over a billion emojis every day, but do emojis represent them? Always asked in a social experiment with real girls, and it turns out, unless girls only relate to being princesses and beauty-obsessed, the answer is no.

Always rallied girls all over the world to demand new, nonstereotypical emojis reflecting real girls with #LikeAGirl. As ideas poured in via social media, Always responded in real time with custom-designed emojis reflective of each suggestion. All ideas – from wrestlers to paleontologists to general badasses – were shared with the Unicode Consortium, per their request, as they work towards the next emoji update, affecting phones all over the world.

In the end, the idea is bigger than emojis. It’s about challenging stereotypes, keeping girls confident and creating change.

Execution

The Always #LikeAGirl - Girl Emojis film was launched on March 2, 2016, to rally girls in 22 markets around the world with an additional push on March 8 for International Women’s Day. Paid/earned media support lasted for four weeks post launch in most markets, with an additional three months of support in certain markets. Placements on YouTube, Facebook and Twitter were supplemented with a public relations push with digital and cultural influencers on YouTube and Twitter. When First Lady Michelle Obama asked to be a part of the #LikeAGirl conversation, we partnered with her Let Girls Learn initiative for an experiential event to empower girls on International Women’s Day in Washington, D.C.

Outcome

With 40+ million video views and thousands of girls all over the world demanding change, the Always #LikeAGirl - Girl Emojis film was the #1 ad on YouTube for March 2016, garnering attention from top-tier celebrity and cultural influencers, including tweets from actor/activist Emma Watson, media mogul Arianna Huffington, an invitation to ring the bell at the New York Stock Exchange, and even one of the most influential women in the world, First Lady Michelle Obama. The latter led to a partnership with the First Lady’s Let Girls Learn initiative. But perhaps no reaction to the rally for girl emojis was more thrilling than a response from the Unicode Consortium, the gatekeepers of emojis, asking Always to gather and pass along all the ideas for consideration. Removing societal stereotypes, even the subtle ones. Creating change in an effort to keep girls confident. No amount of media impressions can top that. 

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