Always, the feminine hygiene brand, tried to empower young girls and women with their Super Bowl ad on Sunday, using the expression “like a girl” as an empowering phrase instead of one to mean throwing, running and fighting poorly. The ad sparked a reaction on social media, with #Likeaboy trending immediately and calling the Always campaign sexist and exclusionary.
But the reactive campaign backfired. Long after the Super Bowl ended Sunday night, the #LikeABoy hashtag was still going strong, but instead of undermining the #Likeagirl campaign, it quickly became filled with almost the exact same content.
Some people used the hashtag ironically — with Twitter user Mark (@xCidna) saying that “meninist” and the “meninism” movement is satirical — or just to stir the hornet’s nest, but there were people who were earnest and sincere on both sides of the debate.
TheWrap has gathered some of the most passionate tweets from the #LikeABoy hashtag.
— Mark (@xCidna) February 2, 2015
— Daniel Kahan (@Kahandensation) February 2, 2015
The same people who are trying to make #likeaboy trend are the ones who have half naked girls as their header. How ironic
— Gabrielle (@GeezKingBro) February 2, 2015
I’m pretty sure they started the #LikeABoy thing as a joke not because we have fragile egos that can not handle female empowerment
— Dentler Loschen (@Trojans_21) February 2, 2015
the difference between like a boy and like a girl is that “#LikeABoy” has never been used as a generalized insult against men.
— jae (@idkjae) February 2, 2015