To mark Women’s History Month, DAZN collaborated with five of the planet’s most prominent female fighters to create a docu-series called ‘Letter To My Younger Self’ which explores their personal journeys to the combat sport elite.
The aim of the Over-The-Top (OTT) sports subscription video streaming service’s short film series is to inspire female young female athletes and champion the stories behind these diverse women’s sporting successes.
The set of five, one-minute episodes sees professional boxers Ramla Ali, Jessica McCaskill, Cecilia Brækhus, Seniesa Estrada and Franchón Crews-Dezurn narrate a candid letter to their younger selves: each of which explores the extraordinary trials and the challenges they have faced and overcome in their life and sporting careers.
The creative sees the social spots blend the letters of advice with footage featuring a visual medley of family photos, home videos and fight footage and is promoted via a social campaign created by Executive Producer Nick Turner and Copywriter Caroline Malin.
The full series is available around the world on DAZN Boxing’s Instagram IGTV channel.
Comment:
This poignant docuseries sees the streaming sports broadcaster celebrate Women’s History Month: which is an annual declared month that highlights the contributions of women to events in history and contemporary society and which is celebrated during March in many countries – including in Australia, the UK and The USA – and corresponds with International Women’s Day on 8 March.
The ‘letter to my younger self’’ approach is a path well-trodden by sports marketers and the theme has been used recently in campaigns from New Balance’s multi-phase 2017 ‘My Future Self’ campaigns which, amongst other properties, included activating its England cricket partnership and several of its other athlete ambassador alliances.
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