Brief:
"Unite young
people (18-21) to choose conditioning as their unconditional community"
people (18-21) to choose conditioning as their unconditional community"
Insight:
It takes a minimum of 21 days to form a habit.
This puts conditioning and keeping consistent in a more reachable time frame. Studies show that habit building is made of 3 parts of a neurological loop. This includes a goal, that is then developed through a routine and is completed with the reward.
Problem:
It's even harder for women to stay consistent as they are going through constant bodily changes.
By age 17, 50% of girls drop out of sports entirely because of these changes, and this is a problem. It's difficult for young women to consistently be their best when their body is inconsistent.
Solution:
We want to keep young women motivated to carry on conditioning and being their personal best, even when on their period. This is aimed to build a supportive. Life Long Community.
Team project with Ravinia Rose-Ekwealor + Alyana Janelle Damasen
My roles:
Co-Illustrator, strategist, designer, copywriter
Connect with my team members below:
The 21 Days Gymshark App
Apple Watch Compatibility
Campaign Posters
"21 Days in the Real World"
To spread our message of keeping consistent in a reachable 21-day cycle, we carefully selected a range of outdoor marketing to complete the full-scale advertising campaign.
This would last for 21 days straight, using the same message in our campaign and physically advocating it into our marketing method.
Gymshark x Actionaid Charity Collaboration:
To add to the benefits of this campaign we thought to include a charitable donation that fit very well with our cause of not letting anything drag us down, especially periods. This collaboration would help to fight period poverty.
This would create a win-win cycle; as 21-Day users are rewarded for reaching their goals, the donated funds simultaneously help to fight towards ending period poverty.
Gymshark x Whitney Simmons Athlete Collaboration:
To add social traction to our campaign, who better than Whitney Simmons - a Gymshark Athlete and social media influencer with over 3.5 Million Instagram followers.
Gymshark often promotes their products with discounts through their athletes, therefore introducing a new service through an already trusted and familiar face was the perfect move, adding complete credibility.
