Sport New Zealand launched an integrated campaign in February called #ItsMyMove which aims to help young women get and stay active their way.
The initiative has been developed to address declining physical activity levels amongst teenage girls across the country, so the campaign targets young women, parents, caregivers and sector leaders. The marketing push spans multiple channels and touchpoints and its assets and executions all deliver directly relevant messages to each key audience segment.
At the centre of this multi-platform campaign is an emotional hero film featuring young women who speak about the negative comments and pressures they are often forced to hear in everyday life and aims to help viewers understand how to support young women in terms of living lead healthy, active lives. It urges viewers to join the movement at #itsmymove
The campaign call-to-action is to drive people to online content and resources available on the itsmymove.org.nz platform which includes a campaign toolkit and on-demand workouts designed specifically for teenage girls.
Through the campaign, which dovetails with the Government’s Strategy for Women and Girls in Sport and Active Recreation, Sport NZ seeks to challenge the traditional social norms which have been perpetuated largely by adults and to positively impact the way physical activity is designed and delivered for young women.
The campaign was developed by Saatchi & Saatchi NZ in collaboration with Publicis Groupe Connected Platform partners MSL PR, Starcom Media and Digitas.
Indeed, women took central role across the creation and production of the campaign and amongst the females leading the creative process were Director Petra Cibilich (of Flying Fish Films), Executive Producer Samantha Attenboroug, Photographer Jinki Cambronero and Musician Skye Hine.
The initiative follows on from Sport NZ research which found that from the age of 15 participation by girls in organised sport and recreation starts to decline as they are involved in fewer activities for less time than their male peers. By the age of 16 there is a 17% gap between male and female participation in sport and recreation in Aotearoa (the Maori name for New Zealand) and by 17 this has increased to 28%.
The study showed that while 90% of young women want to be active and 96% understand why physical activity is important for them, there are clear contributing factors to the decline in participation including body image, judgement, time pressures, motivation and loss of fun.
According to Sport NZ CEO Raelene Castle, the government campaign is rooted in building the value and visibility, leadership and participation of women and girls in sport and recreation and that #ItsMyMove is about creating a national conversation to drive change.
“Teenage girls drop out of physical activity at a faster rate than teenage boys and research has clearly told us why,” Castle added. “The voice of young women became the inspiration for the TVC and the fantastic girls featured throughout the campaign are all genuine participants in the activities they represent.”
Saatchi & Saatchi Senior Creative Cece Chu commented: “It was important, both to Sport NZ and to us, that the experience of making of this campaign was a safe, enjoyable and inspirational one for all the young women involved. We wanted them to see a female director, photographer, camera operators, and sound recordists all around them. This project is about female empowerment and we wanted to live that.”
“Striking a balance between capturing the vulnerability of young women but also giving them a sense of empowerment was one of the most challenging aspects of this project,” continued Saatchi & Saatchi: CCO Steve Cochran. “We deliberately used the voices of young women to give them ownership of this campaign which also led to development of #itsmymove.”
The campaign was briefed in by and created for a team at Sport NZ led by Chief Executive Officer Raelene Castle, Group Manager Of Marketing and Communications Sheryl Nichols, Group Brand and Marketing Manager Paul Farrell, Women & Girls Lead Luciana Garcia and Group Media Manager Michelle Pickles by Saatchi & Saatchi New Zealand.
The creative agency group wich worked on the project included Chief Creative Officer Steve Cochran, Creative Director Kristal Knight, Senior Creative Cece Chu, Designer Rachel Twist, Group Business Directors Annabel Rees and Alina Godfrey, Business Director Steph Davies, Chief Strategy Officer David McIndoe, Strategy Director: Laura Davies, Executive Producer Jane Mill, TV Producer Jess Drysdale, Digital Producer Kim Mueller, Editor Martin Needle and Artist Shane Kelly.
Other parties who worked on the campaign included MSL PR New Zealand, Starcom Media, Digitas, production company Fish and music and sound company Liquid Studios and Skye Hine, with post production by Mandy VFX.
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