Devise an integrated campaign strategy that leverages the influence of the prominent Sultans of the Net to both encourage increased participation among young girls & teens in sport and inspire our next generation of leaders.

Key Objectives:

- Identify the fundamental reasons contributing to the rising trend of dropouts in sports engagement among young girls & teens

- Create safe spaces both IRL & online to inspire a fresh wave of active participation

- Spread the message far and wide utilising OOH & Social Media channels

- Consider the sporting summer of 2024 as a catalyst for the campaign

- Employ a positive and colourful approach to uplift and inspire

- Ensure the Sultans of the Net are core to the overall campaign strategy

Introducing: Free to BePart, BeReal, Belong. Our three-tiered creative strategy comprising safe spaces, positive online engagement & ground-breaking partnerships. Each phase is inspired by our core understanding of the target audience, allowing our strategy to align authentically, whilst keeping the Sultans of the Net core to the campaign:

- BePart: Recognising the #1 reason for dropping out of sports is “Found other things to do”, sports need to be part of a wider hub. We will empower girls through mini-festivals, with wellness & beauty stations, sports taster sessions and photo booths attended by the Sultans of the Net.

- BeReal: Understanding where girls are engaging digitally, the Sultans of the Net will create a week-long BeReal takeover, inspiring girls to take the leap into sports through a special daily notification.

- Belong: Aware of the need for an impactful stage to ignite a movement, Belong brings together our BePart & BeReal initiatives by celebrating a new era of empowerment in sports in front of the biggest sporting arena - cue the 2024 Olympics.

This campaign will be a true celebration of the determination, teamwork & resilience fuelling the spirit of each & every girl.