“Girls can’t be brave” and “girls aren’t strong” are limiting phrases seemingly from a bygone era, but a new Always social experiment reveals that many girls today feel limited by society’s expectations about women. In fact, data from the most recent Always Confidence & Puberty Survey, shows that 72 percent of girls feel held back by society, which they feel dictates what they should and shouldn’t do. 

Now, Always, the leader in global feminine care, is announcing the launch of its latest online video entitled “Always #LikeAGirl Unstoppable.” Always partnered with award-winning documentary filmmaker Lauren Greenfield, the director of the Always #LikeAGirl viral video that launched last summer, to create this new video, which highlights how society’s expectations have a profound impact on girls confidence, especially when entering puberty. Girls and women of varying ages and backgrounds were asked if they were ever told they should or shouldn’t do something because they’re a girl.