#ItsMyMove by Saatchi & Saatchi
- Location:
Sport New Zealand has launched a campaign aimed at encouraging young women to lead a healthy lifestyle.
The campaign by the country’s sport governing body, called #ItsMyMove and created by Saatchi and Saatchi, uses young women in a film to share the comments and pressures they hear about trying to stay active.
This comes after research by Sport NZ showed by the age of 16, there is a 17% gap between male and female participation in sport and recreation in Aotearoa and by 17, this increases to 28%.
It also found 90% of young women want to be active and 96% of young women understand why physical activity is important for them, but comments like body image, judgement, time pressures, motivation and loss of fun put them off.
“#itsmymove is about creating a national conversation that drives change. Teenage girls drop out of physical activity at a faster rate than teenage boys and research has clearly told us why,” said Raelene Castle, chief executive of Sport New Zealand.
“The voice of young women became the inspiration for the TVC and the fantastic girls featured throughout the campaign are all genuine participants in the activities they represent.”
There are also digital content and resources available on itsmymove.org.nz for young women, parents and sector leaders like campaign toolkit and on-demand workouts designed specifically for teenage girls.
Credits
Client: Sport New Zealand
Creative Agency: Saatchi & Saatchi New Zealand
Production Company: Fish
Director: Petra Cibilich
Sound Design: Liquid Studios
Media Agency: Starcom
PR & Communications Agency: MSL New Zealand
***
Sport New Zealand
Chief Executive Officer: Raelene Castle
Group Manager, Marketing and Communications: Sheryl Nichols
Group Brand and Marketing Manager: Paul Farrell
Women & Girls Lead: Luciana Garcia
Group Media Manager: Michelle Pickles
Saatchi & Saatchi New Zealand
Chief Creative Officer: Steve Cochran
Creative Director: Kristal Knight
Senior Creative: Cece Chu
Designer: Rachel Twist
Group Business Director: Annabel Rees & Alina Godfrey
Business Director: Steph Davies
Chief Strategy Officer: David McIndoe
Strategy Director: Laura Davies
Executive Producer: Jane Mill
TV Producer: Jess Drysdale
Digital Producer: Kim Mueller
Editor: Martin Needle
Finished Art: Shane Kelly
MSL PR New Zealand
Managing Director: Isobel Kerr-Newell
Senior Consultant: Beccy Churchill
Account Director: Eleanor Ashdown
Senior Account Executive: Rosie Barclay
Starcom Media
Chief Executive Officer: Alistair Jamison
Group Business Director: Kelly Rosnell & Paul Hamilton
Business Manager: Tamara Robinson
Digitas
Programme Manager: Louise Ruegg
Senior Account Manager: Anin Kaur
Project Manager: Manthika Subasingha
Intermediate designer: Yuan Zhang
Full Stack .NET Developer: Justin Cole
Quality Assurance Lead: Jimmy Djunaedi
Production Company: Fish
Director: Petra Cibilich
Managing Director: James Moore
Executive Producer: Samantha Attenborough
DOP: Maria Ines Manchego
Editor: Rachel Goldsworthy
Music & Sound Design: Liquid Studios & Skye Hine
Postproduction: Mandy VFX
Photography: Jinki Cambronero
Social Videographer: Julie Zhu
