here I am

We've been working on a new Nike campaign aimed at women that features female athletes and the endline 'Here I Am' to encourage young girls to take pride in their love of sport.  Less than 5% of sports coverage in the national press relates to women's sport.  As a consequence, there is a lack of public interest in women's sport and a dearth of role models for young, aspiring female athletes.
The campaign launched with takeovers of Sport Magazine and the Dublin Metro and is being followed up with a 6 sheet campaign in gyms and postcard booklets which will be distributed in gyms and sports colleges. Here are a couple of examples:

We also made three short films for the campaign bebo site. Each focuses on one of Nike's up and coming female athletes, showing not only what it is that makes them inspirational as performers, but gives an insight into their life off the track or pitch.

Comments

[Andy A]

Great work. I love this angle-- as both a dad to 3 girls and lover of inspirational creative no matter who its directed at.

[niko]

I wonder why you chose this route?

If 5% of the coverage is about female sports, thus prohibiting the exposure of rolemodels for the young ones, is there not a problem with non-sports-females (both male and female) having views that it does not warrant more attention.

Is that not the strategic angle that has to be explored/ glass ceiling that has to be broken?

Basically they(nonfemale-sports enteties) are saying, "yeah that's nice...for a girl"..

If you play tennis as a girls, don't you already know about Sharapova? If you play soccer as a girl, don't you already know...

The way I see it...good answer to the wrong question..unless the brief dictated the course to be taken..

Most likely I am way of mark, but would love to hear your deeper comments/thinking (if possible)

[neil]

Sorry, niko, I don't understand your question.

[oona]

Great ads - I read about them in the WSJ, and wish they were rolling out globally!