Founded back in 1985 as a partnership between the American Cancer Society and the pharmaceutical company Imperial Chemical industries, an annual Breast Cancer Awareness month traditionally celebrated in October not only in the U.S. but merely across the globe, in its 29th year has become for businesses a yet another newsworthy marketing and PR opportunity, such as Super Bowl or Olympics.

P&G’s female hygiene care brand Always is launching a campaign that celebrates the “Like a Girl” phrase, which is traditionally considered quite insulting. These words are usually said to influence a teen girl and make her feel uncomfortable when she behaves in a “childish” way, but should this phrase sound so bad? In fact, a little miss’s stereotype-free and free-style approach is awesome, and doing things “like a girl” is in fact great as this means doing things with strength and confidence.