Why is this work relevant for PR?

This is about changing cultural perception, something that can only be done by driving conversation and discussion with the people that matter within the public sphere. WanitaBesi engaged the nation in a controversial, but ultimately positive conversation about the sexual equality and the importance of sport - engaging everyone from celebrities, public figures, school girls and the government.

Background

SITUATION By the age of 14, girls are dropping out of sport at twice the rate of boys. (Source UN Women) BRIEF Pantene has long stood for the rights of women via it's Strong is Beautiful platform - their brief to us was to find a way to encourage the next generation of strong women in Malaysia. Sports is about a lot more than just healthy body - it teaches vital life skills such as confidence, self belief, positive body image, teamwork and leadership. OBJECTIVES Create awareness around the issue of girls dropping out of sport and inspire more girls to take part and stay in sports

Describe the creative idea (20% of vote)

Bullying and insults fuelled by out-dated values are one of the primary reasons that girls drop out of sport. In Malaysia, once such insult is Wanita Besi - which directly translates as 'Iron Lady', which in this context is used as a negative, unfeminine, unflattering term of abuse to young girls. To redefine the phrase and own WanitaBesi through the lens of real female achievement. Creating a new meaning of the word to signify Iron Lady as strength, confidence, pride and will. Rebrand National Icons - Use real-life stories from national athletes and publically rebrand themselves as #WanitaBesi to carry that message and use their celebrity to gain access to media channels to ignite the debate and create change.

Describe the strategy (30% of vote)

AUDIENCES The Influencers - Athletes, Celebrities, News Channels, Politicians, Sports Ministry The Influenced - Parents and young girls TARGET MEDIA All mainstream media, particularly TV and Social. PR PLAN Launch on World Women's Day - leveraging the 2019 global theme of 'Think Equal'. Create relevant newsworthy controversy by broadcasting a negative word within a positive context. Using high profile sporting celebrities, themselves famous victims of bullying, to endorse and campaign the new definition of the word. Use Farah Ann as the key ambassador of the message - Herself a victim of a nationwide cyber witch hunt, she can speak from first hand of the damage of name-calling and bullying Use all aspects of the owned media - retail, social, digital to carry the message and target mothers of daughters. Key message: STAY STRONG. STAY BEAUTIFUL STAY IN SPORT #WANITABESI Create a ribbon, to allow anyone to show tangible and visible

Describe the execution (20% of vote)

Co-Ordinated the day before World Womens Day - March 7th - A PR launch to announce partnership with Fitness First granted any girl wearing the ribbon to free access to Fitness First throughout the month of March. Led by Farah Ann at the Fitness First HQ in KL - Our launch films, telling the dramatic real-life stories of Malaysian Athletes went live on YT On World Women's Day - March 8th - Farah Ann booked into 9 separate news interviews across National TV - All athletes dramatically rebranding themselves as wanitabesi on their social channels - 100,000 golden ribbons - with the phrase Stay Strong, Stay Beautiful, Stay in Sport #WANITABESI were bundled on Pack with Pantene bottles and distributed in via Tesco, Aeon and Giant supermarkets. The bands were also sent in packs to schools.

List the results (30% of vote) – must include at least two of the following tiers:

Media Outputs: Farah Ann was featured in multiple interviews across national media, endorsing the campaign and driving conversation. Including 9 separate interviews across the National TV news networks. Over 6 million views of films on youtube Target Audience Outcome: #Wanitabesi was the number 1 trending on twitter 250,000,000 impressions across social media On March 12th the Malaysian Minister of Youth and Sport endorsed the campaign for 30 mins on Astro Awani - the national current affairs news channel - pledging new government policy to further support female sport.