The campaign kicked off in the early summer with mural artwork, created in partnership with artist Nicole Salgar, that appeared in New York, Atlanta, and Philly. The mural featured female athletes, Olympians, and Paralympians (from L to R) Alex Morgan, Ashleigh Johnson, Chiney Ogwumike, and Chesea Wolfe.
SECRET | JUST #WATCHME
CREATIVE DIRECTION & STRATEGY
Secret Deodorant has a long history of being outspoken in support of women athletes—they’ve lobbied to change the rules through legislation for equal pay for women to play. I worked closely Secret to create a powerful campaign that encouraged and rallied sports fans around watching women play sports to support the future of women’s sports. The campaign sprung from several powerful real statistics, including the fact that girls are twice as likely to drop out of sports by age 14 than boys. I oversaw this campaign, from pitch sold through execution, working with multiple artists and vendors to create touchpoints leading up to an epic Olympics Watch Party in Central Park this summer—all with the goal of raising awareness through PR. The campaign encompassed OOH, print, earned and paid media, and experiential.
RESULTS: 2.06B impressions, 160 earned placements, 110K engagements
NEW YORK TIMES AD
Our NYT ad powerfully stated our campaign’s message and featured artwork of Oksana Masters, Paralympic Cyclist & Cross-Country Skier & 8-Time Paralympic Medalist
COPY:
By age 14, girls are 2x more likely to drop out of sports than boys
When we don’t watch girls play, they don’t see a future in sports. Secret wants to empower all girls and women athletes so the next generation of stars, like Oksana Masters, keep playing the sports they love. Join Secret to help today’s athletes become tomorrow’s champions. Just #WatchMe
OLYMPICS WATCH PARTY, JULY 2021
Our girl and women athlete-studded Olympics Watch Party featured custom made bleachers, which literally gave people a place to sit and watch a full day of all female Olympics programming. A special guest star at our party was a powerfully defiant piece of art, inspired by Fearless Girl, of a young girl athlete in motion kicking a ball. The event was inspiration, education, and entertainment
3-time Olympian Heather Mitts poses with our girl! Heather and other athletes stopped by to share the importance of watching girls and women play.
Our event gave people a place to watch and be inspired to watch women and girls play, in the heart of New York City at the gate of Central Park.
Basketball star Chiney Ogwuimike stopped by (and said some powerful stuff, in the video below.)
Spectators at our event cheering women and girls on.
CASE STUDY FILM
Watch the full case study here.
