New Always® #GirlsCan social experiment video reveals the importance of loss of confidence during puberty and the impact on girls’ dreams

“I wanted to be a doctor”, “a reporter”, “a painter”, but it didn’t work out… Did you ever wonder what happened to the aspirations and dreams of girls along the way of “growing up?” Why does a girl let go of her dreams? Always, the leading feminine care brand, discovered that girls tend to give up on their aspirations once they reach the puberty age. According to the study, 94% of girls aged 13-15 believe they will achieve their dreams, while only 20% of women aged 18-35 were able to achieve their dreams. Girls lose confidence and limit themselves, letting go of the dreams they had when they were young.

Today, Always is launching a social experiment video #GirlsCan, wanting to raise awareness on the impact of the loss of confidence during puberty on girls’ dreams. The film captures the boundless spirit little girls have as opposed to the doubt instilled in older ones. Once the curtain that separates them in the film is raised, viewers will witness the incredibly inspiring way young girls see their future and how they believe confidence can drive them forward: Always #GirlsCan

For the new Always #GirlsCan campaign, the brand partnered with awards winning director Myrna Maakaron and social activist Muna AbuSulayman. Muna AbuSulayman highlights: “The idea is nice and unique. It was like confronting yourself in the mirror. Often, as you are growing up, you don’t feel the changes that you go through and the obstacles you set up against yourself. You need to pause and remember how you were as a child. The women who participated in the experiment or those who will watch the experiment will realize that they can overcome obstacles and pursue their dreams.”

Nada Dugas, Always Communications Director, comments “Girls believe that with confidence and family support they can achieve anything and Always supports that. Always has been a supporter of girl’s confidence for more than 30 years, bringing both puberty education to millions of adolescent girls across the world every year, as well as the most innovative protection that enables girls to be confident every day of the month.”

In partnership with the Female Network, Always launched the #GirlsCan campaign. “I am so proud to have been part of this experiment, it is important that girls realize all their potential and understand that with confidence they can achieve all their dreams” said Muna AbuSulayman, the campaign advocate. “I believe strongly in the importance of confidence and family support for girls to achieve their dreams and together we can raise awareness to help initiate change” said Shereen Mitwally, the founder of The Female Network.

Always is inviting girls and women everywhere to show the world what a girl can achieve: share your dream with us. Take a pic shoot a video or tweet using #GirlsCan, and inspire young girls everywhere that anything and everything is possible with confidence.

Additional Key ‘Always Confidence & Aspirations’ Study Findings