We have been given few briefs to choose from for a D&Ad New Blood Awards. I have chosen Adidas. To summarise I need to create either a service, brand experience, campaign or digital or social experience that would get girls ages 14-19 engage in sport. To be more specific we were asked to pick one of the key cities: London, Paris, New York, Tokyo, Shanghai and LA. Also focus on one of the sports that needs the biggest shift: tennis swimming, rugby, weightlifting, hockey and boxing.
Here is the brief with key points highlighted by me so as it helps me to focus on main concepts. It is important to keep going back to the brief and reading it again rather than just relying on your memory.
I have decided to create a campaign that focuses on weightlifting in Shanghai. I must say it was a challenge as conducting the research I have learnt that the biggest obstacle young women face are obstacles created by the society. This is challenging as changing people’s believes that are embedded in culture may seem impossible. But like Adidas says “Impossible is nothing”. Small changes add up to a big change which can come with time.
The body image is a big one as in China perfect female physique is to have a small frame and be very thin. Women need to stay feminine and muscle weight is not considered feminine. There is a lot of misconception and stereotyping surrounding weightlifting. It is believed to make you bulky and “looking like a man”. Their belief is more holistic that the strength doesn’t come from muscles but from within.
What is being ignored is the power of exercise. The exercise itself is the best medicine not just for physical but also mental health. There is a lot of scientific evidence of how exercise helps with mental wellbeing and mental wellbeing is inner strength. The aspects of how young women can benefit from strength and weight training is not being taken into consideration. As the new generation of young people faces more and more challenges in their lives and mental health issues are experienced in younger ages, it is important to direct them into ways of dealing with their problems in a healthy and efficient way.
Female weightlifters in China
China is one of the top countries when it comes to gold in weightlifting both amongst man and women. It may seem as what is the challenge in that case. The new generation of young people have a different mentality and priorities. Their mindset seems to be different and there is more outside influences that can drift away their attention from healthy life, healthy body image and self acceptance. There is a lot of pressure on young women to look and behave certain way and anything that is not considered a norm in the society is stigmatised.
ASIAN ATHLETES HOLD SWAY IN WOMEN’S WEIGHTLIFTING
CHINA’S LIFTERS WON THREE GOLDS AND THAILAND’S TWO AS ASIAN ATHLETES SWEPT THE BOARD IN THE WOMEN’S WEIGHTLIFTING COMPETITION AT RIO 2016, WITH THE TWO OTHER GOLDS ON OFFER GOING TO HSU SHU-CHING OF CHINESE TAIPEI AND THE DEMOCRATIC PEOPLE’S REPUBLIC OF KOREA’S RIM JONG-SIM, WHO CLAIMED THE SECOND OLYMPIC TITLE OF HER CAREER.
My challenge now is to come out with a concept that would highlight the benefits of weightlifting to young women and that would inspire them to engage in weightlifting. I need to find a way to overcome the stereotypes that are embedded in society about weightlifting and females entering this sport.