Walmart teams up with personal care brand on new girls campaign

Walmart, along with organizations around the world, has teamed up with personal care brand Always to contribute to the goal of keeping girls in sports with a new campaign.



The Always #LikeAGirl – Keep Playing program will partner with UN Women to help girls build and maintain their confidence through sports. In the U.S., Always will support Girls on the Run programs and work with Walmart to help keep girls in sports.



“Earlier this summer, Always embarked on a new chapter in its mission to stop the drop in confidence girls experience at puberty by encouraging all girls to stay in sports and Keep Playing #LikeAGirl. We’re so excited to create meaningful relationships that make a real difference to keep more girls in sports, and drive awareness on the important role that sports play in building girls’ confidence,” said Fama Francisco, president for global feminine care, Procter & Gamble.



As part of the Keep Playing #LikeAGirl program, Always is working with retailers to get the word out and help keep girls in sports. As an example, today, Always and Walmart announced they are working together to provide much-needed assistance to keep girls in sports across the US. Together, they will provide one girls teams in each of the 50 states with resources like new equipment, uniforms or a facility upgrade to help give girls the confidence to Keep Playing #LikeAGirl. Building on the Always #LikeAGirl – Keep Playing movement, together, they will reinforce the link between sports and confidence and provide coaching tips to help keep girls motivated to participate in sports through support for coaches, educational materials and access to experts.



“Always and Walmart have something powerful in common – we’re both working to make a difference in women’s lives,” said Annie Walker, VP, over the counter merchandising, Walmart U.S. “We’re proud to support the Always’ ‘50 Teams, 50 States' Program, supporting local communities in which we operate and giving schools the help they need to keep girls playing #LikeAGirl.”