Applaud Feminine Hygiene Brand for Female Empowerment Ads

Target: Procter & Gamble CEO David S. Taylor

Goal: Applaud company for creating advertisements that promote gender equality and female empowerment.

Always has recently released a new pro-gender equality advertisement for their #LikeAGirl series. This time, the feminine hygiene product company tackled female emojis. In the ad, girls were asked about the emojis that were available to represent them. Girls of varying ages and backgrounds pointed out that all the female emojis were stereotypical and sexist, with none of the female emojis representing a profession. One girl even went on to say that “There are no girls in the professional emojis unless you count being a bride a profession.”

Fifty-four percent of girls 16 to 24 years old believe that female emojis are sexist, stereotypical, and represent a limited range of female interests. Seventy-five percent want to see more progressive depictions of female emojis such as female athletes and female lawyers.

When female emojis are focused on particular roles and male emojis are placed in more active roles, it reflects the gender norms that society attempts to impose on girls and boys as they grow up. It sends a message that girls should be passive and that boys should be active. Sign the petition below to applaud Always’ efforts to promote female empowerment and confidence.


Dear Mr. Taylor,

As your new series of advertisements state, girls send around a billion emojis each day. Therefore, having gender equality in emojis is important. It teaches young girls and women that they can be active and they don’t have to be submissive to men. They can see that women can do just as much as a man can and that they aren’t limited to getting married, being a princess, or being a playboy bunny. They aren’t limited to doing their hair or makeup.

The lack of emoji options of working women is an example of traditional gender stereotypes that still manage to get reinforced at every turn. Even if the issue is as innocent as a tiny digital face, it still sends negative messages. It has been stated in all the #LikeAGirl advertisements that a girl’s confidence drops during puberty.

As one girl states in the video, “Girls love emojis but there aren’t enough emojis to say what girls do. That’s just the way things are.” I would like to applaud your company’s efforts in pointing out issues that harm the confidence of a young girl.


[Your Name Here]

Photo Credit: Always

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