Create an inspirational integrated campaign with the Turkish women's volleyball team at its core that increases women’s participation in sport.

The primary goal of this campaign is to inspire young girls and teens and encourage equal participation of women not just in sports, but also in leadership and all other aspects of life.

Insight: The sports industry is telling girls to be fearless, but most teens don’t feel that way.

We address young BFFs and inspire them to try out sports with the comfort of having a friend by their side holding your pinky.

This empowering aspect of friendship is what we call: #PINKYBONDS

In the light of the Olympic Games 2024 we start a social campaign that focuses on friendship as a kickstarter for fun in sports. Instead of concentrating on teen girls’ weaknesses, like lack of courage and self-esteem, we inspire them by giving them a solution most of them already have: a friend.

We highlight the friends, world class athletes started their sports careers with.

At the core of the campaign, we feature the Sultans of the Net and their BFFs. They share their personal stories in a campaign film introducing the concept of #PINKYBONDS.

Further, we ask female olympians of all disciplines to take part in the movement on social media, promoting the idea and their own sports to our target audience. As a big PR-Stunt we have the Turkish team wave a flag with our pinkybonds symbol at the opening ceremony of the Olympic Games 2024 in Paris.