SITUATION

By the age of 14, girls are dropping out of sport at twice the rate of boys. (Source UN Women)

BRIEF

Sports is about a lot more than just healthy body - it teaches vital life skills such as confidence, self belief, teamwork and leadership. Pantene has long stood for the rights of women via it's Strong is Beautiful platform - their brief to us was to find a way to encourage more girls to stay in sport.

OBJECTIVES

Create awareness around the issue of girls dropping out of sport and inspire more girls to tale part.

Bullying and insults fuelled by out-dated values are one of the primary reasons that girls drop out of sport. In Malaysia, once such insult is Wanita Besi - which directly translates as 'Iron Lady', which in this context is used as a negative, unfeminine, unflattering term of abuse to young girls.

To redefine the phrase and own WanitaBesi through the lens of real female achievement. Creating a new meaning of the word to signify Iron Lady as strength, confidence, pride and will. Using an insult to light a fire of inspiration to stay in sport.

Create controversy by broadcasting a negative word within a positive context. Using high profile sporting celebrities, themselves famous victims of bullying, to endorse and campaign the new definition of the word.

Use all aspects of the owned media - retail, social, digital to carry the message and target mothers of daughters.

Key message: STAY STRONG. STAY BEAUTIFUL STAY IN SPORT #WANITABESI

Create a ribbon, to allow anyone to show tangible and visible support.

Use Farah Ann as the key ambassador of the message - Herself a victim of a nationwide cyber witch hunt, she can speak from first hand of the damage of name-calling and bullying

We created 2 films, telling the dramatic real-life stories of Malaysian Athletes, launched on World Women's Day.

National Gymnast Farah Ann, herself a victim of a nationwide cyber bullying attack in 2015, was used as the key ambassador of the campaign

100,000 golden ribbons - with the phrase Stay Strong, Stay Beautiful, Stay in Sport were bundled on Pack with Pantene bottles and distributed in schools.

A PR launch to announce partnership with fitness first granted any girl wearing the ribbon to free access to Fitness First Nationwide throughout the entire month of March

Farah Ann was featured in multiple interviews across national media, endorsing the campaign and driving conversation.

Over 6 million views of films on youtube

250,000,000 impressions across social media

On March 12th the Malaysian Minister of Youth and Sport endorsed the campaign for 30 mins on Astro Awani - the national current affairs news channel.