Rexona has launched a groundbreaking social media campaign during the FIFA U-20 Women’s World Cup in Colombia, aiming to spotlight the inspiring journeys of several female football stars. Developed by global communications agency Edelman, this campaign centers on the personal stories of exceptional athletes such as Linda Caicedo, Nailea Vidrio, and Karla Viancha. These women share their experiences of overcoming challenges and representing their countries on an international stage. Under the banner of the #SeeHerGame initiative, Rexona’s objective is to turn these athletes into role models and spark inspiration among a new generation of female athletes.
Empowerment Through Storytelling
The core of the #SeeHerGame campaign is empowerment, particularly targeting young female athletes who often lack female role models to look up to. This absence of role models is a significant factor in the alarming trend where nearly 49% of young girls quit sports, as highlighted by UNESCO’s Sport and Gender Equality Game Plan Report. Startlingly, this dropout rate is six times higher than that of their male counterparts. By incorporating first-person narratives from the featured athletes, Rexona aims to demonstrate what can be achieved, especially for individuals hailing from similar backgrounds or those who have faced similar obstacles.
This approach ties into a broader mission to foster inclusivity and gender equality in sports. As these role models share their compelling stories, they not only break down barriers but also build a supportive community for young girls who aspire to excel in sports. The campaign doesn’t just end at storytelling; it encourages young athletes to envision a future where they too can overcome hurdles and achieve greatness. By showing real-life success stories, the campaign hopes to change perceptions and inspire action.
The Significance of Role Models
Kathryn Swallow, the Global Brand VP of Rexona, underscores the indispensable role that role models play in motivating young people and helping them surmount obstacles. In her view, seeing someone achieve something extraordinary can ignite a spark that drives others to pursue their dreams, undeterred by challenges. Linda Caicedo, a notable Rexona brand ambassador, echoes this sentiment powerfully. She emphasizes how having a relatable role model can profoundly affect someone’s life choices, offering a concrete example of what can be achieved through determination and hard work.
Caicedo’s journey is particularly resonant. Coming from a background that many young girls can relate to, she discusses the myriad of challenges she faced, from societal expectations to financial constraints. Her story serves as a testament to the transformative power of perseverance and serves as a beacon of hope for aspiring athletes. By sharing these narratives, Rexona not only promotes its brand but also takes a significant step toward addressing the broader issue of gender equality in sports.
Addressing Social Issues Through Promotion
The campaign is more than just a promotional strategy for Rexona; it addresses an urgent social issue by creating visibility and support for female athletes. This initiative follows a growing trend in advertising where brands use their platforms to champion underrepresented groups and drive social change. For instance, it draws parallels with other impactful campaigns such as the Dove and Edelman “Beauty Never Gets Old” campaign, which aimed to celebrate beauty across all ages. By leveraging their extensive reach, Rexona hopes to make a substantial impact on the perception of gender roles in sports.
Through the #SeeHerGame campaign, Rexona aims to contribute to a larger narrative of gender equality and inclusivity in sports. The campaign seeks not only to showcase successful athletes but also to offer a platform where young girls can find guidance and inspiration. This dual approach of advertising and advocacy positions Rexona as not just a brand, but a catalyst for meaningful social change. Ultimately, the campaign aspires to create a future where young female athletes can dream big, knowing that there are role models who have paved the way for them.
A Broader Impact on Gender Equality
Rexona has debuted an innovative social media campaign during the FIFA U-20 Women’s World Cup in Colombia, aiming to highlight the remarkable journeys of several female football stars. Developed by global communications agency Edelman, the campaign focuses on the personal stories of standout athletes like Linda Caicedo, Nailea Vidrio, and Karla Viancha. These notable women open up about their experiences overcoming hurdles and representing their nations on the world stage. Operating under the hashtag #SeeHerGame, Rexona’s mission is to make these athletes into role models and inspire a new wave of female athletes. Besides highlighting their careers, the campaign aims to bring awareness to gender disparities in sports and empower young women to pursue their athletic dreams. Through interviews, behind-the-scenes content, and interactive posts, Rexona encourages viewers to engage with and support female athletes. The hope is that by sharing these compelling stories, young girls worldwide will realize they too can achieve greatness in sports.
