Sporty young women, aged 15-24, find themselves reluctantly stepping away from the world of sports.

This departure, underlined by the weight of societal pressures — unspoken norms, cultural expectations, and the effect of

peer influence — reveals a narrative begging to be reshaped.

Break the block is a campaign specifically tailored for Gen Z and Gen Alpha that through a digital activism movement aims to raise awareness on equal rights and opportunities for women in sports. Spotlighting Turkish women’s volleyball team as inspiring role models of resilience against criticism and as examples of empowering women athletes.

Focused on TikTok, the campaign revolves around a game filter, that turns the classic volleyball "block" move into an interactive experience. Drawing an analogy between the defensive move in volleyball, preventing the ball from crossing, and the real-life "blocks" women face in sports due to gender inequality.

Break barriers. Inspire Change. #breaktheblock