Creating awareness of controversial
athlete CASTER
SEMENYA’s plight
We helped make the world take note of controversial athlete Caster Semenya's plight by generating 1 million coverage views led explosive interviews in The Guardian and TIME magazine.
Caster was born a woman and is legally recognised as a woman but not allowed to run as a woman – unless she takes hormone drugs to suppress her testosterone. So we took a stand to raise awareness and support her case against the World Athletics ban.
Watch the campaign film here
Unilever’s LUX is a leading beauty brand prominent in Asia, Africa and the Middle East - and it is highly vocal in its stance against sexism. Which is why the brand wanted to support this injustice against Caster Semenya.
Working with creative agency VML Singapore and our USA consultant, we amplified a powerful creative campaign by pitching Caster’s story to the leading news, sports and creative titles.
We managed to get a whole lot of attention from both the media and public in support of Caster’s plight.See the PR report and read all the articles here
