Based on the insight from the Always #LikeAGirl campaign that half of girls lose confidence at puberty, Always is partnering with retailers to encourage girls to pursue their goals and build their confidence. As part of this work, Always and Target have announced their support of Girls on the Run, a non-profit organization that provides a physical activity-based positive youth development program to girls in third to eighth grades.

According to Girls on the Run, starting at the age of nine, girls’ confidence begins to drop, and by the time they reach the age of 10, their physical activity levels begin to follow suit. In the spirit of continuing to support girls throughout adolescence, Target with the support of Always is donating $1 million to Girls on the Run. As nearly half of participants require some level of financial assistance, this donation will help remove financial barriers and allow thousands more girls nationwide to enroll in Girls on the Run.

“The Always #LikeAGirl mission is to stop the drop in confidence girls experience at puberty, which is why we are so excited to partner with Target on this program,” says Amanda Hill, Always brand director at Procter & Gamble. “We know that the funds will allow more puberty-aged girls to benefit from Girls on the Run, providing them with the necessary tools to help maintain their self-confidence through puberty and beyond.”

Simone Biles, the most decorated American gymnast and a role model for girls everywhere, has also been engaged to help encourage girls nationwide. “I’m honored to support Girls on the Run, in partnership with Always #LikeAGirl and Target,” Biles says. “It’s so important for girls to know that they can accomplish whatever they set their minds to, and Girls on the Run plays an important role in helping girls build their confidence and pursue their dreams.”

A recent study conducted by Girls on the Run shows that 97% of participants learned critical life skills through their participation in the 10-week curriculum. Throughout the program, girls are encouraged to take on new challenges in a non-competitive environment to help build their confidence and inner strength. The program culminates with a 5K run which provides girls with a sense of accomplishment the minute they cross the finish line. To showcase the impact of the program, Always and Target created a video that demonstrates how Girls on the Run is working to inspire young girls to realize their full potential: https://www.youtube.com/watch?v=sq7mYFg7bkE&t=