The challenge was to create an empowering integrated campaign involving the Turkish Women's Volleyball Team, the 'Sultans of the Net', to boost female participation in sports. The campaign should encourage young girls and teens to be more interested in sports, to reduce teenage dropout rates, to raise awareness about gender equality, and contribute to ending gender discrimination.

The tone should be empowering and positive, to celebrate the strength and determination of women and acknowledge their potential, aligning with the Sultans of the Net's resilience against societal challenges. The summer of 2024, coinciding with major sporting events in Europe, could serve as a strategic launch for the campaign. The integrated campaign should contain at least three media channels.

By helping teens with volatile periods determine their current cyclic phase, we teach them how to boost their physical performance, turning cycle awareness into a form of legal doping. Through awakening curiosity about their bodies’ potential, we get teens who menstruate feeling confident to get back into sports.

We do this by introducing Dope Panties, active underwear that changes color based on detecting hormonal fluctuations, providing a visual indicator of the phase of the user's menstrual cycle and information about suitable activities for optimal well-being.

To get the attention of teens who menstruate, we start with the general public by launching the product at the Summer Olympics, where we make headlines that spread around the whole of Europe with the help of the Turkish Volleyball Team.

Next, we spread education about cycle awareness and the difference between cyclic stages on social media, building on real-time period bonding initiated by menstruating influencers sharing their personal stories related to their cycle stages. Our hashtags will create an accessible social media library of information about cycle-optimized experiences. In addition, we enter their everyday lives by collaborating with local sports clubs.