Rexona has teamed up with 2022 Australian of the Year Dylan Alcott AO (pictured) and Bastion for a brand campaign to fight the narrow definition of what a typical “mover” looks like and help all Australians to move more, regardless of their shape, size, look or ability.
The ‘Not Done Yet’ campaign reflects Rexona’s new global brand purpose and mission to help and empower people with the confidence and opportunity to move more by challenging cultural and social barriers and stereotypes that dissuade people from participating.
It is spearheaded by long form, 30- and two 15-second films, with Australian of the Year Dylan Alcott encouraging all Aussies to overcome the mental and physical barriers that prevent participation in movement by remembering three simple words – ‘Not Done Yet’.
The ads also feature the first Dylan Alcott Foundation grant recipient, junior wheelchair tennis player Jin Woodman and a range of everyday Australians battling and then banishing self-doubt with the mantra.
The campaign is based on research that found almost one in two Australians (43 per cent) believe they don’t move enough, with 59 per cent citing mental or physical barriers as the key reasons. Eight in ten, 81 per cent, said they would move more if those barriers didn’t exist. The study determined misrepresentation and stereotypes breed self-doubt and lack of confidence, with one in four of those surveyed reporting self-consciousness about the way they move.
“I know all too well, what it feels like to have that voice in your head with self-doubt and what it feels like to be told you can’t do something. One of my greatest achievements in life is not only overcoming physical barriers but overcoming the mental barriers to confidently move freely and play elite sport at the highest level,” Dylan Alcott said.
“I’m extremely proud to partner with Rexona in the fight against misrepresentation and stereotyping. By starting the conversation and advocating for change, I believe we can make a meaningful difference, together.”
In addition to conducting the local research, Bastion managed all consumer and earned PR, the digital comms and creative strategy, creative concept development, and production of all local digital campaign assets, as well as identifying, engaging, and managing the brand ambassador relationship with Alcott and the charitable partnership with his Foundation.
Rexona produced Unilever’s very first fully inclusive production with disability representation both in front and behind the camera in collaboration with Bus Stop Films and Bastion Creative.
John McKeon, marketing director, Rexona explained: “We were surprised to learn that many Australians move less because they don’t fit the stereotypical mould of a ‘mover’. This self-doubt holds them back from experiencing all the mental and physical benefits movement brings. Rexona keeps people fresh, which gives them confidence to move, but that is clearly not enough, we need to change the perception of who a typical mover is to really get people going. We want to create a world where everyone has the confidence to move more, regardless of body shape, gender, race, sexuality, or disability.
“So many Australians have been told they aren’t ‘good enough’, ‘strong enough’ or that they ‘play like a girl’, and we’re on a mission to change that. We want to create a world where everyone has the confidence to move more, regardless of sexuality, gender, race, disability, and body shape.”
Bastion Group chief creative officer Simon Langley added: “It’s not every day you get the opportunity to work with such a wonderful cast, including Dylan Alcott Foundation recipient Jin Woodman and Australian of the Year Dylan Alcott, to bring to life this important campaign to get all Aussies moving more. We couldn’t be prouder of the result.”
The Australian campaign launched Sunday 28 August 2022, with creative rolling out across BVOD, SVOD, YouTube, social, point of sale, and through a content partnership with Nine.
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