Procter & Gamble’s Always brand has turned the attention of its award-winning #LikeAGirl to the “shocking” representation of females in emojis.
The campaign highlights that 81% of females aged 16-24 use emojis on a daily basis and a further 51% believe the icons are stereotyped.
Always is using the lead up to World Women’s Day to call for change so that the icons don’t fall back into tired stereotypes.
It points out that female emojis are wearing veils, or dancing in bunny ears rather than showing how women truly exist in the world.
“Ever since we started our journey to stop the drop in confidence girls experience at puberty, we have been deepening our understanding of this critical stage,” P&G associate brand director and leader Always #LikeAGirl leader Michele Baeten says.
“The girls in emojis only wear pink, are princesses or dancing bunnies, do their nails and their hair, and that’s about it. No other activities, no sports, no jobs… the realization is shocking.
“Of course, societal limitations are broader than just emojis, but when we realized that stereotypical, limiting messages are hiding in places as innocent as emojis, it motivated us to demand change.”
The campaign builds on previous work from the brand, and takes a critical eye to how presentations impact a girl’s confidence during puberty, using interviews with real girls.
The #LikeAGirl brand platform launched in June 2014 had picked up a spate of awards, including several Cannes Lions.
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