According to UNESCO, sports participation can combat gender stereotypes, boost self-esteem among girls and women, and help foster the development of leadership and strategic thinking skills.

But still – There are problems in sport participation for young women. According to the Eurobarometer on sport and physical activity, dropout rates are growing, and women are less likely than men to regularly take part in sport in Europe.

How can we, in a relevant and inspiring way, reach out to young women across all of Europe, encouraging them to continue participating in sports and further develop leadership characteristics?

Partnering with one of Europe's leading intimate hygiene company, Always, known for their extensive campaigns empowering young women in sports, as well as the Turkish women's volleyball team, we are introducing the "It is Worth the Effort" campaign.

In this initiative, young women will discover collector's cards showcasing inspirational female athletes and their enduring legacies – just in time before they start thinking of quitting sports.

At age 17, when young women start to reconsider if sport is worth the effort, they all have one thing in common (regardless of country, religion and culture): They all go through menstruation and puberty.

Therefore, we want to place the communication on menstrual products, using messages based on the main reasons for quitting sports and female role models as a ambassadors.

Our aim is to create an inspiring campaign that addresses the common reasons young women quit sports. We want to capture their attention and communicate using a language they can connect with and relate to. Because, yes, It is worth the effort.