Procter & Gamble's Always Strives to "Give a Girl A Break" and Help Women Turn Passions into Reality

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Procter & Gamble's Always Strives to "Give a Girl A Break" and Help Women Turn Passions into Reality

New Program Celebrates Women Helping Each Other to Pursue Their Passions and Get Ahead

CINCINNATI--(BUSINESS WIRE)-- For more than 30 years, Procter & Gamble's (P&G) Always, the world's leader in feminine protection, has been a strong advocate in the empowerment of women all over the world, encouraging them to live life to their fullest potential.Through its products and education programs, Always has long championed for women to support each other and will carry out this mission with "Give a Girl a Break," an initiative that will turn filmmaking passions into careers for a group of aspiring young women.

"Women help and inspire each other every day, but unfortunately that is not always how women are portrayed. Even a little encouragement from another woman can spark amazing accomplishments and we want to celebrate women supporting other women," said Sarah Innes, P&G North America FemCare Marketing Director. "We are proud to launch 'Give a Girl a Break' as an inspiring example of what can be achieved by a community of women who encourage each other to pursue their passions. We hope many will join Always in this effort and help demonstrate how women are stronger together."

About "Give a Girl a Break"

Every day, women are trying to pursue their dreams and realize their passions, but they may feel unsupported, discouraged or held back, even by other women. However, more than ever before, women are in a prime position to inspire, motivate and, most importantly, lend a helping hand to each other. In fact, there is a natural inclination for women to support each other -- research has shown, when stressed, women "tend and befriend." Distinct from the "fight or flight" response, women give care or seek the company of other women, which releases oxytocin that reduces stress and restores calm.1

"When women have a support system, they can overcome obstacles, pursue their dreams and feel motivated to support other women to achieve their goals," says María Marín, bestselling author, TV/radio personality and motivational guru for women. "We owe it to ourselves to continue to help each other because, honestly, we all benefit tremendously from the amazing things that can be accomplished when women support other women."

According to the Cassandra Report, 70 percent of Millennial women would turn their passion into a career if given the choice. With this in mind, "Give a Girl a Break" will engage the Always Facebook community to commit to helping other women and support the filmmakers' journey.

How "Give a Girl a Break" Works

"Give a Girl a Break" features three teams of passionate female filmmakers as they create short films showing how support from other women can make a difference. During the production, the Always community has a chance to engage with the teams and their stories through:

  • Exclusive behind-the-scenes videos
  • Facebook updates from the sets
  • Twitter chats with the filmmakers and María Marín
  • Photos and updates documenting the journey

Upon completion, all three films will debut on the Always Facebook page where fans can vote in different categories to show the filmmakers their support.

To learn more about "Give a Girl a Break" and meet the teams of talented young women, visit or the Tumblr page,

Through the journey, Always hopes to inspire a community of women, and offer the female film teams a unique opportunity to gain valuable experience turning their passion into a reality.

About Procter & Gamble

P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

1 Brighthouse Luminaries Research, April 2012.

For Procter & Gamble
Gloria Delgadillo, 312-497-3203

KEYWORDS:   United States  North America  Ohio


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