This sanitary napkin brand exposed emoji stereotypes in its latest campaign

Always has caught everyone's attention yet again with its #LikeAGirl campaign.

This time, the popular sanitary napkin brand has brought awareness to an issue that seemed to be hiding in plain sight – the gender stereotypes of emojis.

Following their last video, focused on girls’ loss of confidence during puberty, Always has shifted its focus to the issue of emojis limiting what girls do.

On their campaign page, Always writes, "They may seem small, but emojis are more than just funny faces. They’ve become how girls express themselves in text and online. But do emojis truly represent girls? Always asked, and it turns out even emojis limit girls to stereotypes."



The brand interviewed young girls and asked them if they believe emojis accurately represent them.

According to the video, girls are responsible for sending a billion emojis a day, which further reinforces the need to address their sexism.

"They're all mainly pink," says the first girl.

PHOTO: SCREENGRAB

"There's no girl in the profession emojis, unless you count being bride a profession," adds another.

"I've got rock-climbing, biking, playing basketball. None of the girls are doing this," notes yet another, referring to the plethora of male-only sports emojis.

"Except for the surfer. That one's a girl."

"Nope. That's just a guy with long hair," corrects a girl, as she laughs.



PHOTO: SCREENGRAB

The brand asks a compelling question: At puberty, girls' confidence plummets. So what does it say when even emojis limit them to stereotypes?

"I want every girl to grow up knowing that she's capable of everything."

"Let's make emojis as unstoppable as the girls they represent," urges Always.

The girls are asked to think of the kind of emojis they would like to see.

"I want to see a female wrestler."

PHOTO: SCREENGRAB

"There should be a cop that's a girl, and a lawyer that's a girl, and a detective that's a girl."

PHOTO: SCREENGRAB

Watch the video here:


Previously, to initiate the #LikeAGirl campaign, Always explored the question "What does it mean to do something like a girl?" with instances like "to throw like a girl," "to run like a girl," and "to fight like a girl."

Their responses revealed the issue of stereotyping through language, which inevitably leads to low self-confidence in girls.

https://www.youtube.com/watch?v=XjJQBjWYDTs