As we celebrate Women’s History Month in 2025, we are reminded of the power of unity, shared purpose, and collective action. The theme this year, “Moving Forward Together! Women Educating & Inspiring Generations,” resonates deeply with me, both as a woman and as the CEO of The Directions Group. This theme celebrates the women who have shaped history and those who continue to inspire, teach, and empower future generations.
This month is a time to reflect on the journey of women; where we honor the challenges overcome, the doors opened, and the barriers broken. It’s also about looking ahead with intention. Women’s History Month isn’t just about celebrating how far we've come; it's about recognizing the responsibility we hold in educating and inspiring the generations that follow. Together, we move forward toward a future where the legacy of successful women is not only remembered but actively carried forward by those who have been empowered by their examples.
One campaign that deeply connects to this theme is Always’ “Like a Girl” campaign. While the creative brilliance behind the campaign comes from those who designed it at Leo Burnett, the insight that sparked the “Like a Girl” campaign was one that we at The Directions Group (formerly SEEK) and the P&G Fem Care team uncovered through our deep and empathic understanding of the challenges girls face.
The “Like a Girl” campaign was born out of a simple but powerful idea: for far too long, the phrase “like a girl” had been used as an insult. It was meant to imply weakness, lack of skill, or clumsiness.
But what if that phrase could be reclaimed? What if being “like a girl” wasn’t about limitation, but about strength, resilience, and determination? By reimagining this phrase, the campaign highlighted the importance of changing how girls and women see themselves and how society sees them.
Thanks to the power of Red Door™, our proprietary empathic insights process, we were able to identify clear, human-level tensions that served as a springboard for impactful future direction for the brand and illuminated how to solve for them with communication.
The human insight was clear: when young girls feel they’re told they can’t do something because of their gender, it chips away at their confidence and belief in their own strength. The campaign was about empowering girls to reclaim “like a girl” as a symbol of power.
At The Directions Group, we believe that empathy is a core driver of change. It’s not just about looking at numbers, trends, or facts. It’s about understanding the lived experiences of the people our clients are looking to connect with and reach. The most powerful way to inspire change is to connect deeply with what people feel and experience, recognizing that true transformation comes from listening to and understanding their journeys.
Human understanding cannot be replicated by an artificial model; it’s rooted in authentic, personal connections that go beyond data and algorithms to truly resonate with the people our clients aim to serve. This is why this campaign resonates so profoundly with the “Moving Forward Together!” theme. It was built on the belief that by understanding the challenges women face and celebrating their strengths, we can create a future where girls grow up believing in their ability to lead, succeed, and overcome obstacles.
We must not only celebrate the achievements of women who have come before us but also consider how we are contributing to the journey of those who will follow. The work of inspiring future generations must come from those who have already experienced these challenges and overcome them.
The “Like a Girl” campaign serves as a reminder that we all have a part to play in educating and inspiring the next generation. It’s not just about celebrating accomplishments, but about actively shaping a world where girls can see and live out their value and potential, unburdened by outdated stereotypes and limitations. It’s about lifting each other up, ensuring that our voices are heard, and that we, as women, continue to support each other to move forward.
This month is a call to action for all of us, especially women in leadership, to continue fostering environments where young girls can thrive. At The Directions Group, we are committed to doing our part, not only through the campaigns we help bring to life but through the everyday work we do to ensure the next generation has the tools and the mindset they need to succeed.
As we honor Women’s History Month, let’s reflect on the power of women supporting women. Let’s move forward together, continuing to lift the voices of women, girls, and others who may not yet see their full potential. Let’s educate, inspire, empower, and build a world where their worth and strength are never in question.
Run like a girl. Build like a girl. Dream like a girl. Lead like a girl.
