Create an inspirational integrated campaign with the Turkish women’s volleyball team, ‘Sultans of the Net’, at its core that increases women’s participation in sport.

The primary goal of the campaign is to inspire and encourage equal participation of women not just in sports, but also in leadership and all other aspects of life. A secondary goal is to raise awareness about gender equality and contribute to ending gender discrimination.

The target audience are young girls and teens as the inspiration of the next generation of women in sport and leadership roles is critical. The campaign should therefor encourage their involvement in sport and leadership activities alike.

The objectives and deliverables for the integrated campaign include a 10 slide PDF presentation, showing a minimum of three media channels and visual examples of the campaign activations, digital and offline. Additionally, a slide that visually summarizes the campaign is provided.

The campaign centers around the statement “Greatness is girlness”. With this, we show that sports and athletic excellence – associated with stereotypically male attributes like strength and competition – is something girls should proudly claim for themselves.

The campaign includes a pr-stunt in cooperation with Big Brother Big Sister, a bold out-of-home flight, savvy social media ads and an accompanying website.

With our pr-stunt during the first Olympic game of the female Turkish volleyball team, we raise general awareness for the campaign in our target group via news coverage about the name change on the players’ jerseys on TV, radio, papers, and social media.

The out-of-home flight broadens this awareness, keeping our cause anchored once the initial media coverage ceases. The composition chooses a modern design approach, meeting visual preferences of the young audience.

Our social media assets persuade with clever copy, combining volleyball vocabulary with youth slang and Internet lingo to make sharp, feminist remarks about women in sports that speak to our audience at eye-level.

The website serves as informational hub. It supports girls in finding and joining sport clubs near them, ultimately reaching the campaign’s main goal – encouraging the athletic journey of women all around the globe.