When someone says "you run like a girl", what does that mean?
Always, a brand of feminine hygiene products, is trying to answer that question in a new ad campaign.
Better yet, they are trying to redefine what it means to be "like a girl".
The new campaign documentary filmmaker asked women, men and boys to show them what it meant to "run like a girl", "throw like a girl" and "fight like a girl".
Immediately the stereotypical flailing arms, weak throws and silliness started. When one man was asked to fight like a girl, he started laughing and then slapping his hands in the air.
Yes, it was funny. But the goal of the ad was to spark a broader conversation. When did it become an insult to do anything like a girl?
The moment of realization comes when it was time for the young girls to answer the questions.
The filmmaker asks a 10-year-old girl to show her what it looks like to run like a girl. The little girl then gives it everything she's got.
Another little girl is asked what it means to run like a girl, in which the little girl replies, "It means to run as fast as you can."
One little girl was asked if "like a girl" was a good thing.
"I actually don't know if it's a good or bad thing. It sounds like a bad thing. It sounds like your trying to humiliate someone."
So when did being like a girl become something to be embarrassed about?
According to Always, a girl's confidence plummets during puberty.
One of the women from the beginning of the ad is asked how she thinks it affects girls going through puberty when someone uses "like a girl" as an insult.
"When someone says you hit like a girl, it's like what does that mean? Because they think they are a strong person and it's like telling them they're weak and they're not as good."
Towards the end the women are asked, "If I told you to run like a girl now, would you do it differently?"
This time, they too give it everything they've got.
Always says they want "like a girl" to mean amazing things.
In the YouTube clip description they wrote, "We're kicking off an epic battle to make sure that girls everywhere keep their confidence throughout puberty and beyond, and making a start by showing them that doing it #LikeAGirl is an awesome thing."
And they want all the women and girls out there to tell them what they do #LikeAGirl.
The video, which was published on June 26, already has 18 million views and a number of comments from women all over the world, like these:
"We found this video really moving. For a while this phrase "like a girl" has stuck in our craw with its underlying assumptions that girls can't do things or can't do things the "right" way (ie the "boy" way). Forget that. Do things #likeagirl? Hell yeah!"
"I am a girl and Not ashamed of being girl. It's not easy to be #likeagirl"
Always' is making steps to demolish "like a girl' as a negative social myth.
Like one of the women in the ad said, "Why can't run like a girl also mean win the race?"
Copyright 2014 MSNewsNow. All rights reserved.