Rexona Celebrates Women Football Stars in New Social Media Campaign

Rexona just launched a new campaign in light of the FIFA U-20 Women's World Cup in Colombia. 

Helmed by global communications agency Edelman, the social-first initiative features several football stars, highlighting their stories as they represent their respective teams. These include:

• Linda Caicedo
• Nailea Vidrio
• Luis Diaz
• Santiago Gimenez
• Karla Viancha
• Juana Ortegón
• Michel Fong
• Alice Soto

#SeeHerGame centers around athletes sharing their inspirational journeys and how they overcame challenges as they played for their countries.

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Linda Caicedo (@linda__caicedo11)

Each story will be told in first person POV and will feature archival footage from the lives of each star as they get candid about their career. 

The campaign aims to leverage the reach of the players whilst transforming them into role models ready to inspire a new generation of women athletes.

By teaming up with these stars, Rexona creates a social media marketing campaign that isn't just a display of its brand identity but also a sound strategy for reaching new audiences among sports fans tuning into the World Cup. 

Putting the Spotlight on Role Models

Rexona's latest initiative was born out of its goal to empower young athletes, providing them with inspiration in the form of role models.

It is based on UNESCO's Sport and Gender Equality Game Plan Report earlier this year, which finds that an estimated 49% of young girls quit sports, citing the lack of female role models as one of the reasons.

Notably, this number is six times more than the dropout rate for boys. 

 

 

 

 

 

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A post shared by Luis Fernando Diaz Marulanda (@luisdiaz19_)

Rexona Global Brand VP Kathryn Swallow shares more on the importance of role models and how they motivate young people to overcome barriers and show them what is possible to achieve.

Caicedo, who is a Rexona brand ambassador, further emphasizes the need for every child to have good role models. 

Caicedo continued, saying that it's even better if "that role model is someone who looks like them, has come from a similar background, or has overcome some of the same hurdles." 

Last month, Edelman and Dove teamed up to launch an empowering campaign to celebrate how "Beauty Never Gets Old."

Editing by Katherine 'Makkie' Maclang