The campaign, dubbed ‘Strong Girls’, seeks to empower young women through sport. The idea came up after the brand carried out a survey on girls' attitude towards sports activities, stressing the importance of sports practice to boost confidence. The aim is to raise consumers’ awareness of the role of sport in young women’s development and ability to face the challenges of adult life. The main idea behind the movie is to show that, much in the same way sports turn boys into men, it can also turn girls into strong and confident women.

NESCAU® , a Nestle Brand, has been seriously engaged in supporting sports practice over the last years, and then it is very well-positioned to defend this concept.

#StrongGirls movement was led by a provocative 90 seconds’ film that shows different women overcoming tough circumstances using what they have learned with sports. We also had 5 small edits focused on each situation.

The situations were defined via Facebook Insights, that pointed sexual and moral arrestment, sexism, cyberbullying and racial prejudice as the main problems Brazilian women face everyday.

In the social platforms, the campaign was segmented in specific targets, accordingly to the interest with the problem presented in our films: women, mother, girl’s father, sports, swimming, prejudice, and empowering, for example.

To heat the dialogue, an intense responding strategy was implemented. At the same time, key influencers, like the golden medal judo athlete Rafaela Silva, shared the film and their own personal perspective of the #StrongGirls message.

#StrongGirls resonated deeply within people’s heart, provoking them to rethink and discuss their perceptions around gender equality in sports.

#StrongGirls started a positive and effective conversation around gender equality:

• 98% Response Rate

• 18.389.334 People Reached

• 87.208.739 Facebook impressions