Westminster Marketing MA graduate, Angel Capobianco, worked as a copywriter on the #LikeAGirl campaign for Always, the feminine hygiene brand owned by Proctor and Gamble. The campaign has won a number of awards at this year's Cannes Lions International Festival of Creativity, including the revered Titanium Lion award, the Grand Prix, a Glass Lion award, seven Gold Lion awards, and two Silver and one Bronze in the PR Category. The campaign is one of a number celebrated at this year's Festival that debunks stereotypical taboos concerning feminine hygiene products.
Angel said of the project, "I was responsible for the initial big idea behind the #LikeAGirl campaign... Championing girls' confidence is so important, and as an ad creative ,of course you want to put great work out there, but doing something that really inspires social change and has the opportunity to affect so many people's lives... that's what really makes you proud."
The Telegraph wrote that "the power of the Like a Girl video – the reason people have connected to it – lies in the fact that we start out laughing but end up crying. The imitations are funny and silly and culturally recognisable, and yet the true meaning has deep implications for at least half of our world."