Girls are taught from an early age to play it safe, unlike boys who are pushed to be courageous. The seeds of this pernicious bias are planted at a very early age with the many barriers girls confront in the form of social norms and expectations that come in the way of their dreams. Hence the tendency to forget through all the adversities that women are #BornBrave.
Indeed, women represent bravery because they are able to achieve their dreams despite significant challenges every day and at every stage.
Always, the renowned sanitary brand of the P&G family, was keen to remind girls and women that they are born brave. Brave enough to Dream. Dare. Do Always.
Always Arabia launched the “Dream. Dare. Do Always.” campaign after conducting a recent survey with Arab and expat women from the region that saw 75% of women looked up to their mother as their bravest role model and 4/5 women believed they were braver than men. However, when asked if being a girl has stopped them from achieving their dreams, 72% of girls said yes!
This is what ignited Always and its agency Leo Burnett Beirut, to create a film that pushes this conversation amongst women to believe in their dreams and strive to dare and do them.
“This campaign is like the voice inside us telling us that our courage is often underestimated, we were born brave & no one can take this away from us!,” says Kainat Tanveer, Senior Brand Manager, Feminine Care Middle East.
“Always exists to be a force for female good, enabling women to achieve their maximum potential. We want to use our advertising voice to spark change and help women recognize their power and their potential. With Born Brave we are celebrating the innate bravery we are not only born with but that we exemplify every day in the face of multiple challenges … and even on our period. This campaign has a struck a chord with women in the region and the extraordinary stories of bravery that women and girls have shared with us are testament to this,” explained Deepa Vaidyanathan, Senior Director Communications, Feminine Care.
This campaign is in line with and comes to complete what Always has started with ‘Like a Girl’ concept, and its mission of celebrating being a girl, which is a powerful one that owed the brand to be perceived and become a successful social brand.
CREDITS:
PG team
- Michael Jonathan Biscocho – Always Senior Brand Director
- Kainat Tanveer – Senior Brand Manager, Feminine Care Middle East
- Sarah El Tarzi - Regional Brand Communications, MENAP region
- Assile Beydoun – Communications Director
Leo Burnett Beirut Creative team
- Ralph Arida – Regional Creative Director
- Lama Bawadi – Associate Creative Director & Arabic Copywriter
- Despina Memarogli – Senior Art Director
- Carl Kaed – Art Director
- Mariam Shour – English Copywriter
Leo Burnett Beirut Account Management team
- Fadi Bustros – Regional Communication Director
- Manal Khater – Regional Strategy director
- Lana Khayat – Communication Supervisor
- Jennyfer Harb – Planner
Leo Burnett Beirut Production team
- Zeina Mokdad – Senior TV Producer
MSL Group
- Saria Francis – Social Communication Manager
- Juwana Mostafa – Associate Communication Manager
