P&G’s CoverGirl has kicked off an inspirational advertising campaign, Girls Can, taking on sexism in the modern world. The effort launched with a 1-minute ad that aired during the broadcast of the closing ceremony of the 2014 Olympic Winter Games, and is now rolling out across the brand’s online channels, particularly on YouTube. With the initiative, CoverGirl aims to demonstrate that in fact girls can do all of the things the society traditionally believes they can’t.
The “Girls Can” spot by Grey in New York stars a roster of female influencers from various domains such as music, TV, sports and cinema. These boundary-breaking and perception-changing women including Ellen DeGeneres, Katy Perry, P!nk, Janelle Monae, Queen Latifah, teen rapper Becky G and Sofia Vergara come as a living proof that all these stereotypes don’t cost a thing—all these ladies are extremely successful in things people say are “unavailable” for women.
“CoverGirl is about discovering, encouraging whatever it is that makes a girl take up the challenge; break those barriers and turn ‘can’t’ into ‘can.’ CoverGirl knows that with every barrier she breaks, the world gets a little more easy breezy for the next girl,” says the brand in the description to the ad.
The brand encourages girls to join in the movement by using the #GirlsCan hashtag across social media platforms