"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: http://bit.ly/1HonkLk
For the new Always #GirlsCan campaign, the brand partnered with award winning director Myrna Maakaron and social activist Muna AbuSulayman. The Lebanese director, Myrna Maakaron said: "I was amazed by how genuine, determined and brave the young girls were. I hope that Always #GirlsCan video will eventually ignite confidence in teenagers who need it the most, so that all of them will follow their dreams". 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."
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
- 61% of women believe that after puberty their dreams became limited.
- 97% of girls believe that confidence is key to achieving their dreams
- 95% of girls believe they need family support to achieve their dreams.
- 71% of women believe that they can work and have a family at the same time
- 65% of working women believe that working makes them better moms.
Survey Methodology
* The Always Confidence & Aspirations Wave I Study was conducted through face to face interviews in June 2015 across three cities in Saudi Arabia: Jeddah, Riyadh, Damam. It surveyed a representative sample with 200 married mothers 18 - 35.
** The Always Confidence & Aspirations Wave II Study was conducted through face to face interviews in September 2015 across three cities in Saudi Arabia: Jeddah, Riyadh, Damam. It surveyed a representative sample of: 200 women 18 - 35, 200 menstruating girls 13-15 and 200 Men 18 - 35.
