How sport campaigns can flip social and cultural narratives
Neil Bennett
I help outdoor, sports and lifestyle brands grow ?? ???? ???? | To the outdoors via 20 years building global brands in strategy, advertising and design ?? | Delivering fresh ideas daily for marketeers and founders ??
The best advertising can flip?social and cultural narratives.
Here are three of the best examples where sport has flipped?the narrative for women.
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1. Nike: It's only a crazy dream until you do it
Nike's 'Dream Crazier' flipped the narrative?on every tired stereotype about female athletes.
Narrated by Serena Williams, the campaign calls out how society labels women as “unhinged” or “irrational” for daring to be bold, strong, and ambitious.
They took a stand, celebrating the grit, passion, and drive of female athletes who break boundaries every day.
2. Women's Aid Federation of England: Hacking a cultural moment
It's said that every 4 days, a woman in the UK is murdered by her partner.
That?during major sporting events, domestic abuse spikes by up to 38%. With the World Cup in Qatar in 2022 putting 1.6 million UK women at risk. Women’s Aid perfectly hacked this cultural moment, turning a familiar football chant into a powerful warning.
'He’s Coming Home.'
Displayed on an England flag created by artist Corbin Shaw, the message spread on billboards and social media.
Driving a huge 78.3% increase in traffic to Women’s Aid's website and sparking a crucial conversation on ending domestic abuse.
3. Amazon: Celebrating the passion
The unstoppable spirit of women’s football.
‘The Grit’ is an unapologetic celebration of women and?the game they love.
A celebration of the confidence, resilience, and commitment that females?bring to the game of football.
How playing the beautiful game can increase confidence and self-esteem.It's packed with the fuel to energise the?present and future generations of female football lovers.
Whilst positioning Amazon as the go to for all your footballing stuff.
Insight: How you can flip the narrative
1. Identify?the enemy
Whether that's?outdated societal norms or audience truths, find?the enemies and utilise?them to power your campaigns.
2. Understand cultural dynamics
Look to what the current cultural dynamics are, the trends in society or the outdoors and sports.?Understanding these can help create messaging that engages more effectively and meaningfully.
3. Harness the power of sport
Utilise?the influence of the game your brand plays to build social and cultural influence.Want more like this?
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