Here’s a terrifying bit of trivia: 72% of young women aged 16-24 feel held back by a society that dictates what they should and should not do because they’re female. Maybe even scarier? Half of those girls thought that pressure was going to be worse, not better, in ten years time.

These stats are from a new study by Always, the brand that brought you last year’s viral #likeagirl campaign. Not content with just reclaiming the word “girl” as a positive adjective, they’re now tackling the ways being a girl can be seen as a limiting thing, and well…just watch the video. 

(Spoiler: ALL THE EMOTIONS MIGHT HAPPEN)