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Procter & Gamble releases Like a Girl video

Procter & Gamble has released a new online video in Canada in support of its Always brand of feminine care products. The video, called "Like a Girl," focuses on the fear of failure girls can experience during puberty. According to the company, this can lead girls to avoid accepting challenges or trying new things. The video depicts a group of girls going through a day at school, encountering various situation in which they fear "not measuring up."

"Learning from the Always Confidence & Puberty Survey that one in two girls feel that if they fail society will reject them is heart-breaking and moreover alarming," said Michèle Baeten, associate director for Always at Procter & Gamble. "Always will do all that we can to normalize and reframe failure as something that is not to be feared, but something that is crucial to growth and building confidence. 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."

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