Ever noticed those feminine emojis on your phone? Judging by them – apparently, all women wear pink and excel in dance and nail polishing. On the contrary, masculine emojis include various occupations, all sorts of athletes, etc… In its #LIKEAGIRL campaign, the Always company produced a video that talks about problematic female representation in emojis, and created alternative ones. About 1,000 leaders, including teenage girls and mothers of teenage girls, had been invited to participate in the campaign, meant to raise awareness of female representation in emojis by distribution the video on social media, through word of mouth, and by calling to change the current representation by using the alternative emojis. The campaign included 1,000 leaders and has generated 1,825 posts, 5,636,182 exposures and 30,000 interactions!
We created a social movement of women and teenage girls who call upon society to look at them from more than one angle
The purpose of the campaign was, as mentioned, empowering the self-worth of adolescent girls and women by understanding that women have a rich world inside them and are interested in more than just beauty and cosmetics. First, we created a social movement on Facebook that calls upon more teenage girls and women to support the initiative. The leaders shared Always’ LikeAGirl video on their private pages and in Facebook groups and wrote how it resonates with them personally. They chose an alternative emoji from the new ones designed by Always, which they deemed to be the most representative of them.
The video was shared simultaneously and within a short while by the Leaders in hundreds of private Facebook pages, generating a mass effect in the eyes of online users, and not because word of mouth; many users, mostly women, and teenage girls, came across the video, which was shared simultaneously by a number of their friends and followed influencers. As the video’s visibility increased, so did its power. Sharing the video link, which is connected to the Always’ Facebook page, also exposed the audience to the brand behind this social initiative.
Adapting the campaign to various platforms
The campaign was designed based on the media used. Instagram operations focused on original photos taken by participating leaders, who had added the emoji that resonates with them the most on top of their photo. In the photo descriptions, the leaders talked about the LikeAGirl campaign and how existing emojis fail to represent them adequately. Miriam Gadiel, for instance, a leader from Leaders’ Youth Department, posted this on her Instagram page: “I’m the girl who wears make-up, who puts nail polish and is busy with tons of “girl stuff.” The same way, I hold a yellow belt in Karate, founded a small business when I was 17, traveled abroad alone for a week (and survived even though she has a very bad sense of navigation), and climbed a mountain for hours to reach its peak. I’m much more than pink emojis; I’m a girl, and I can do anything. I’ve finally found the emoji that best suits me!
The purpose of the LikeAGirl campaign was to promote the social message that women and teenage girls are interested in more than just beauty and make-up. Expanding the campaign to a large number of participants, including many teenage girls, allowed for the creation of an extensive social discourse on social media. Additionally, the move was successful owing to the adaptation of the campaign to each platform to communicate the message as best as possible properly.