The #LikeAGirl campaign from feminine hygiene product manufacturer Always has been relaunched across social media with a new angle, encouraging women and girls to interact with the brand online.
Always is asking girls to use the hashtag to challenge perceptions of failure on Twitter and Instagram, by using it in posts that describe how they have overcome an obstacle in their lives.
An online video has been launched to accompany the campaign, which depicts girls in a variety of tense situations and shows them overcoming challenges, with each scene followed with the tag #LikeAGirl.
Michele Baeten, associate director for Always at Procter and Gamble, explained: "Our goal is to create an environment where girls feel they have full support to try new things, make mistakes and are encouraged to keep going."
Research carried out by Always found that 75 per cent of girls often feel under pressure to please others due to social media, so the brand is looking to turn their online interactions into something more positive with its latest campaign.