Saatchi sports boost for teen girls

AUCKLAND, Thursday: Sport NZ has today launched #itsmymove – an integrated campaign to help young women get and stay active, their way. Developed to address declining physical activity levels in teenage girls, #itsmymove is the work of Saatchi & Saatchi NZ in collaboration with Publicis Groupe Connected Platform partners MSL PR, Starcom Media and Digitas.

Women have led the way in bringing #itsmymove to life, taking a central role across the creation of all campaign layers. Petra Cibilich of Flying Fish (director), Samantha Attenborough (executive producer), Jinki Cambronero (photographer) and Skye Hine (music) are just some of the wāhine toa who have contributed to the production of #itsmymove.

Sport NZ ceo Raelene Castle said: “With the kaupapa of the government campaign rooted in building the value and visibility, leadership and participation of women and girls in sport and recreation, it became important to keep this ethos alive throughout the project.

“#itsmymove is about creating a national conversation that drives change. Teenage girls drop out of physical activity at a faster rate than teenage boys and research has clearly told us why.

“The voice of young women became the inspiration for the tvc and the fantastic girls featured throughout the campaign are all genuine participants in the activities they represent.”

“Research undertaken by Sport NZ shows that by the age of 16, there is a 17% gap between male and female participation in sport and recreation in Aotearoa and by 17, this increases to 28%*.

“While the research also shows that 90% of young women want to be active and 96% of young women understand why physical activity is important for them, there are clear contributing factors to the decline in participation.

“These include body image, judgement, time pressures, motivation and loss of fun.

“We wanted them to see a female director, photographer, camera operators, and sound recordists all around them. This project is about female empowerment and we wanted to live that.”

“The campaign targets young women, parents and caregivers, and sector leaders and utilises a broad range of channels and content to deliver relevant messages to each key audience. At the centre of the multi-layered campaign is an emotional film featuring young women who speak to comments and pressures they often hear.”

Saatchi senior creative Cece Chu said: “It was important, both to Sport NZ and to us, that the experience of making of this campaign was a safe, enjoyable and inspirational one for all the young women involved.

“We wanted them to see a female director, photographer, camera operators, and sound recordists all around them. This project is about female empowerment and we wanted to live that.”

Saatchi CCO Steve Cochran said: “Striking a balance between capturing the vulnerability of young women but also giving them a sense of empowerment was one of the most challenging aspects of this project.

“We deliberately used the voices of young women to give them ownership of this campaign which also led to development of #itsmymove.”

The call-to-action from the campaign is to online content and resources available on itsmymove.org.nz for young women, parents and sector leaders which includes a sector-facing campaign toolkit and on-demand workouts designed specifically for teenage girls.

Through the campaign, Sport NZ hopes to challenge social norms perpetuated largely by adults, and positively impact the way physical activity is designed and delivered for young women.

Cochrane: “The campaign launch today is a key milestone in the ongoing work by Sport New Zealand to support the government’s strategy for women and girls in sport, and active recreation.

• www.itsmymove.org.nz

CREDITS

Client: Sport New Zealand
Creative Agency: Saatchi & Saatchi New Zealand
Production Company: Fish
Director: Petra Cibilich
Sound Design: Liquid Studios
Media Agency: Starcom
PR & Communications Agency: MSL New Zealand

Sport New Zealand

Chief Executive Officer: Raelene Castle
Group Manager, Marketing and Communications: Sheryl Nichols
Group Brand and Marketing Manager: Paul Farrell
Women & Girls Lead: Luciana Garcia
Group Media Manager: Michelle Pickles

Saatchi & Saatchi

Chief Creative Officer: Steve Cochran
Creative Director: Kristal Knight
Senior Creative: Cece Chu
Designer: Rachel Twist
Group Business Director: Annabel Rees & Alina Godfrey
Business Director: Steph Davies
Chief Strategy Officer: David McIndoe
Strategy Director: Laura Davies
Executive Producer: Jane Mill
TV Producer: Jess Drysdale
Digital Producer: Kim Mueller
Editor: Martin Needle
Finished Art: Shane Kelly

MSL PR

Managing Director: Isobel Kerr-Newell
Senior Consultant: Beccy Churchill
Account Director: Eleanor Ashdown
Senior Account Executive: Rosie Barclay

Starcom Media

Chief Executive Officer: Alistair Jamison
Group Business Director: Kelly Rosnell & Paul Hamilton
Business Manager: Tamara Robinson

Digitas

Programme Manager: Louise Ruegg
Senior Account Manager: Anin Kaur
Project Manager: Manthika Subasingha
Intermediate designer: Yuan Zhang
Full Stack .NET Developer: Justin Cole
Quality Assurance Lead: Jimmy Djunaedi
Production Company: Fish
Director: Petra Cibilich
Managing Director: James Moore
Executive Producer: Samantha Attenborough
DOP: Maria Ines Manchego
Editor: Rachel Goldsworthy
Music & Sound Design: Liquid Studios & Skye Hine
Postproduction: Mandy VFX
Photography: Jinki Cambronero
Social Videographer: Julie Zhu