The latest Always #LikeAGirl ad claims emojis are sexist

The latest ad in Procter & Gamble female personal care brand Always’ long-running #LikeAGirl gender equality campaign shines a light on how women and men are portrayed differently in emojis, Marketing Magazine reports.

Male emojis are shown cycling, surfing, playing basketball, or doing jobs like being police officers.

Women, meanwhile, are portrayed in emoji as dancing, having their nails painted, shopping, or getting a haircut. They also all tend to wear pink, the ad shows.

Always says more than 70% of girls use emojis to express themselves several times a day, yet a survey of 1,000 women in the UK aged between 16 and 24-years-old found 70% of respondents believe emojis shouldn’t be limited to tired gender stereotypes.

Like the previous spots in the campaign, the ad shows girls reacting to the way females are represented. The girls then give examples of the types of female emojis they’d like to see, such as confident female lead singers, soccer players, and weightlifters.

The original spot (which was later turned into a Super Bowl ad and won a heap of awards) asked participants to “run like a girl” or “fight like a girl” to show how the term “like a girl” was thought of as derogatory among older people, whereas younger girls found the description empowering.

The second in the series asked young women if they were ever told they could not do something because they were a girl.

Beyond the commercials, Always has turned #LikeAGirl into a huge moment to promote confidence among young women. In July last year, Always held a #LikeAGirl “Confidence Summit” in 10 cities across the world. Always has also partnered with TED to develop educational videos on how girls can retain their confidence as they go through puberty.

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