Research shows that participation in sports among young girls - especially teens - is significantly lower than among boys, with dropout rates growing each year. It is a problem not just in health aspects, but also in terms of self-confidence and taking on leadership roles later on in life. The leading causes for girls dropping out include low self-esteem, lack of encouragement, feeling left out of their friend groups, and overall not enjoying it.

Our task was to inspire them to believe in themselves and increase participation in sports starting from a young age - all this with an integrated campaign with the Turkish women's volleyball team at its core, a great example of success in women's sports. Our goal was to show young girls around the world that moving their bodies can be fun and sociable, and also an outlet to gain and show self-confidence.

2024 will be a big year for sport, with the Summer Olympics in Paris - with a logo as a hidden symbol for gender equality in sports which had much backlash since its reveal, all undermining women's power. To regain the logo's significance and show girls around the world that women in fact can be powerful too, we've decided to start a movement and invite women and girls to show their Face of Power.

We asked teens' favourite musician Billie Eilish, to write a song about the Sultans of the Net as an anthem for the team and also women's empowerment. We then turned it into a sports-inspired TikTok dance challenge (#FaceOfPower) with a prize of visiting the Paris Olympics to show girls how fun moving can be. We also launched a content series with influential women in sports and leadership roles talking about the importance of sports in their lives. We also gave them an online tool, helping to find their ideal sport in their area.

During the Olympics, we targeted female competitors to point to their lips when receiving their medals as a nod to the infamous logo and our TikTok dance - turning every winner our ambassador.