At such a critical time for South Africa’s most successful athlete, she was surrounded by controversy and opposition, while entering the biggest stage in the world of sports.
How can we use our voice to create change for the next generation?
We decided to lean in to the heightened conversation and focus on telling the story of her determination and resolve in her continued fight for equality among all athletes.
We focused on huge out-of-home spaces and local running experiences for young women to show our support.
We punctuated our statement at the moment of truth.
Hours before Catser’s Gold Medal race we released a content piece that spoke directly to her story using the faces and voices of young South African girls to show the nation and the world why her fight is so important.
15
In Out-of-home impressions across all locations
850
Views of the film on youtube within the first week with a minimal media budget
1
Gold medal for Caster in the 800M and nation full of supporters