P&G's Always brand prepares to give a girl a break

CINCINNATI — Procter & Gamble’s Always feminine care brand has announced the launch of its “Give a Girl a Break” initiative that aims to 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,” stated 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.”

The “Give a Girl a Break” will engage the Always Facebook community to commit to helping other women and support the filmmakers’ journey.

How it works: “Give a Girl a Break” features three teams of 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.