Many of us will remember this thought-provoking campaign from Always. Revealing that post-pubescent girls and women think negatively of the phrase “Like a girl”, Always aimed to change that stigma and remind people that “Like a girl” can be a good thing.

Created by AJ Hassan (pictured), the campaign was a roaring success: #LikeAGirl was tweeted 177,000 times in three months, while the probability of people choosing Always grew by more than 50% among its target market.

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17 of the most successful ad campaigns of all time