Many of us have probably heard the old adage, “failure is not an option,” at some point and time in our lives. Whether it was related to sports, or school, or something else, the motivational rally cry, was meant to cheer on the masses and push them towards success.

Well, in a new survey conducted by Always Confidence & Puberty, it is revealed that 7 out of 10 girls feel paralyzed by fear and failure during puberty, opting out of important opportunities to try new things and take on various challenges. Always is on a mission to change that.


By teaming up with Yara Shahid and director Lucy Luscombe, the feminine care giant is on a mission to help build up confidence in young girls, changing the way that they view setbacks and encourage them to embrace failure and overcome fear.


“I am such a fan of the Always #LikeAGirl campaign, so I am thrilled to be a part of this important movement,” said Lucy Luscombe, the director of the campaign’s new video. “I remember so many times when I felt afraid to fall short and the lengths I’d go to avoid it, but I was so inspired by the girls we met during filming. It is my goal that this video helps us all refame how we think of setbacks and encourage everyone to inspire girls to see these experiences as a way to build thier confidence & keep going.”

Check out the video below.

Shahidi, who echoed Luscombe’s sentiment in a recent interview with Teen Vogue, stated that “failure is actually fine-in fact, it is a key part of success.”

“I recently read Giovanni’s Room and there was a whole thing on identity and embracing who you are, really based on these characters who feared erasing who they are,” Shahidi said in her interview. “What I really appreciated about Giovanni’s Room is the overarching message is about embracing every facet of your identity, and with that you embrace what you deem as failure and you reassess it. I think ultimately, the goal is not to say failure gets easier, failure gets more fun, falling is the best thing ever-but if anything, what I like to say is when you build your support network, when you find rituals that calm you down, you find moments to take care of yourself and not stew in the failure, then you’re not really afraid of falling because you know you won’t fall to far anyway.”

It truly looks like Always definitely picked the perfect person to partner with on their new mission. to learn more about the #LikeAGirl-Keep Going campaign, click here.


Tiffany Silva

Tiffany Silva

Writer and Editor

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