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Always teams up with Walmart on new girls campaign


CINCINNATI -- Leading personal care brand Always is teaming up with Walmart and organizations around the world to contribute to the goal of keeping girls in sports with a new campaign.

The Always #LikeAGirl – Keep Playing program will partner with UN Women to help girls build and maintain their confidence through sports. In the U.S., Always will support Girls on the Run programs and work with Walmart to help keep girls in sports.

“Earlier this summer, Always embarked on a new chapter in its mission to stop the drop in confidence girls experience at puberty by encouraging all girls to stay in sports and Keep Playing #LikeAGirl. 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 play in building girls’ confidence,” said Fama Francisco, president for global feminine care, Procter & Gamble.

Partnership efforts kicked off on 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 give 2,500 local Brazilian girls aged 10-18 years 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.

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, today, 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. “We’re proud to support the Always’ ‘50 Teams, 50 States' Program, supporting local communities in which we operate and giving schools the help they need to keep girls playing #LikeAGirl.”

Always is also announcing its support of Girls on the Run across the U.S. and expanding on the Always Global Confidence Teaching Curriculum, a program that will benefit millions of girls around the world. The new educational materials will contain sports-specific guidance for coaches and parents, incorporating the latest research on confidence-building. The materials have been co-developed by Always and education thought leaders and experts, and build on Always’ 30 year heritage in puberty education.


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