Gillette’s Venus is looking to tackle barriers preventing women entering into sport with a powerful new campaign fronted by Lotte Wubben-Moy.
Forming part of the brand’s #MoveYourSkin platform, this latest iteration will aim to dispel skin-consciousness as an obstacle blocking women from participating in sport, by showing what real skin in sport looks like.
Centred around Arsenal and England star Wubben-Moy, the creative will be led by a 30-second TV spot supported by further executions across social media, out-of-home and digital.
The campaign’s key objective stems from the insight that over a third of women in the UK say they don’t want to participate in sport because they worry about the way their skin looks.
“Football should be open to everyone but we all know it’s not, so when we have an opportunity to break down a barrier, we have to take it,” Wubben-Moy said.
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“That’s why I’m proud to be part of Venus’s #MoveYourSkin campaign for a second year. As a player in the public eye, I sometimes experience insecurities about how I look, but being part of a team boosts your confidence and empowers you to celebrate differences and being unique. That’s something that all girls deserve to find.”
As part of the initiative, Venus has also partnered with youth education charity Football Beyond Borders to curate a self-awareness curriculum-based module, which will be made available in schools across London and Manchester.
Venus senior communications manager, Olivia Hughes added: “Nothing should hold women and girls back from playing sports and moving their bodies.
“With another big summer of sports for the women’s game, this is truly about continuing what we started last year when we launched the Venus #MoveYourSkin campaign. We’re so proud to be working with Lotte again to front this campaign and help redefine what real skin in sport looks like.”
