Always® Strives to Keep Girls in Sports by Teaming Up with Organizations to Provide Access and Support for Girls Everywhere to Keep Playing #LikeAGirl
“Did you know that Nearly Seven in Ten Girls Do Not Feel Encouraged to Play Sports?”
It’s been well-documented that girls who participate in sports report higher levels of self-confidence, but a new Always survey data shows that half of girls will quit sports by 17 and nearly 7 in 10 girls reported that they don’t feel encouraged by society to play. When Always examined where that feeling stems from – community support, parental encouragement, funding – they knew they needed to do something to keep girls in the game.
As a result, Always® has just announced that they are teaming up with organizations around the world to contribute to the goal of keeping girls in sports through the Always® #LikeAGirl – Keep Playing program.
We’re so excited to create meaningful relationships that make a real difference to keep more girls in sports, and drive awareness on the important role that sports plays in building girls’ confidence,” said Fama Francisco, President for Global Feminine Care, Procter & Gamble.
Always and UN Women Partnership
Partnership efforts kicked off on last Saturday in Rio de Janeiro, Brazil where Always committed its support to the UN Women & International Olympic Committee (IOC) initiative “One Win Leads to Another,” that will 2,500 local Brazilian girls aged 10-18 years, gain access to sports and a confidence-building curriculum as part of a six-month pilot program. These organizations are coming together to achieve their shared goal to invest in girls’ skills and training to support a generation of stronger, more confident and empowered women.
The power of sport should never be underestimated. It can change lives, through increasing girls’ and young women’s beliefs in their own abilities, encouraging them to take initiative and aim high”, said UN Women Executive Director Phumzile Mlambo-Ngcuka.
Always and Walmart “50 Teams, 50 States” Program
As part of the Keep Playing #LikeAGirl program, Always is working with retailers to get the word out and help keep girls in sports. As an example, Always® and Walmart® announced they are working together to provide much-needed assistance to keep girls in sports across the US. Together, they will provide one girls teams in each of the fifty states with resources like new equipment, uniforms or a facility upgrade to help give girls the confidence to Keep Playing #LikeAGirl. Building on the Always® #LikeAGirl – Keep Playing movement, together, they will reinforce the link between sports and confidence and provide coaching tips to help keep girls motivated to participate in sports through support for coaches, educational materials and access to experts.
Always® and Walmart® have something powerful in common – we’re both working to make a difference in women’s lives,” said Annie Walker, vice president, over the counter merchandising, Walmart® U.S.
The “50 Teams, 50 States” program started with a junior high girls’ basketball team in Hulbert, Oklahoma.
The entire experience was captured in a new Always® #LikeAGirl – Keep Playing Lady Riders | OK video, The girls were asked about the challenges and the benefits of their athletic experience, and what helps them stay in the game.
Always #LikeAGirl – Keep Playing: Lady Riders | Oklahoma Video
The experience was captured in the uplifting video which you can view here:
For more information about the #LikeAGirl movement, visit www.always.com.
Disclosure: This is a sponsored post.
