Increase female participation in sports with the help of Sultans of the net - the Turkish Volleyball Team. A very inspiring and successful female sports team, which gained its popularity through diversity, determination and team work.

We were asked to tackle 2 objectives:

1: Inspire young girls and teens and encourage equal participation of women in sports, leadership and all aspects of life.

2: Raise awareness about gender equality and contribute to ending gender discrimination.

We tackled the problem of not having enough female role models, which has been contributing to the general perception that sport is unfeminine.

We are leveraging the rising popularity of Pinterest (an image sharing and social media platform, which girls use for inspiration) among young girls to change their personalised feeds to introduce a new trend #PinterestGirl. We team up with Sultans of the Net to connect the term with a sporty lifestyle that young girls can own.

We also intentionally used Urban Dictionary - popular online dictionary for young adults, to explain the new term as it allows us to speak to the target audience informally.

By participating in the trend and posting their own sport related photos, owning the #PinterestGirl trend, this movement would help tackle the perception and stereotypes about sports being only for boys and also allow them to feel empowered by the movement.

We also spoke to young audience through the art direction we chose –

colourful visuals and bold, playful typography.