YouTube has created a global opportunity for brands to create short form video content that can really help to drive a message home and, at just over 3mins, this has been perfectly achieved by Always with their #likeagirl campaign.

Always stated that: “Using #LikeAGirl as an insult is a hard knock against any adolescent girl. And since the rest of puberty’s really no picnic either, it’s easy to see what a huge impact it can have on a girl’s self-confidence”.

They recruited Lauren Greenfield, who has used much of her photography and film work to focus on gender, the self-esteem crisis and empowerment of girls, to direct the video. The result of which is extremely powerful and, in just four months, has had almost 50m views on YouTube...

Russell Goldsmith is Founder of Audere Communications. 

Find out information on his workshop at ‘Using video in Social Media’