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2017 One Show - Cross-Platform

Girl Emojis

Agency Leo Burnett / Chicago

Client Procter & Gamble
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Annual ID

OS_CP17018B

About the Work

To continue the mission the initial Always #LikeAGirl film started, we were tasked with challenging stereotypes society places upon young girls, which ultimately contribute to girls’ drop in confidence. These stereotypes can even be found in subtle places – like on phones. Girls send over a billion emojis every day, but do emojis represent them? Always asked in a social experiment with real girls, and it turns out, unless girls only relate to being princesses and beauty-obsessed, the answer is no. Always rallied girls all over the world to demand new, non-stereotypical emojis reflecting real girls with #LikeAGirl. As ideas poured in via social media (including one from Michelle Obama), Always responded in real time with custom-designed emojis reflective of each suggestion. All ideas were shared with the Unicode Consortium, Google and Apple per their requests, and many of them can now be found on phones all over the world.