Australia’s number one vitamin D brand, Sanofi’s Ostelin, and Publicis Worldwide have launched a major campaign celebrating women’s strength while encouraging them to take care of their inner strength, including their bone health.
In creating the “Ostelin Strong” campaign, Publicis Worldwide partnered with photographers around the world to find their interpretation of women who portray strength. From the 6,000 photos submitted, 375 women were chosen to feature in the campaign, which includes a TVC, online videos, social media, a website and point of sale in pharmacy and grocery.
The campaign also includes a partnership with 100 Women – a female run charity organisation awarding grants to facilitate women’s strength building initiatives in the key areas of health, education, safety and economic freedom. Ostelin is donating $100,000 to support the initiatives which will also feature in the next phase of the campaign.
Sanofi general manager, consumer healthcare ANZ, Gladys Peters, said: “Project Strong represents our long-term brand vision to empower a generation of strong women, by supporting the strength of women in our community. We wanted to show the reality of the diversity of women’s strength and recognise that it comes from a place of experience, of resilience and accepting life isn’t perfect but our strength gets us through and helps us thrive. This is an important campaign for us, as we bring to life the deeper purpose of Ostelin and the role it plays in women’s lives to build inner strength.”
Publicis Worldwide’s managing director, Simone Waugh added: “The belief of this brand is a woman’s strength comes from within. It’s hard to capture unless it’s raw and real, so we wanted to portray a diverse array of women and their experiences from around the world, while avoiding cliches. We felt that working with the best of the world’s photographers to capture unfiltered moments might help women appreciate the inner strength they have, but often take for granted.”
The voiceover in the ad (which can be seen above) tells audiences:
“At Ostelin, we believe ‘strong’ isn’t what a woman does.
It’s who we are.
How we grow up. How we live. How we dream.
It’s kicking ass when life folds us in half. Or sets our insides on fire.
Strong is being a good human and raising a good human.
Saying why the hell not, when people say ‘oh, you can’t’.
It’s accepting our fears.
Owning our flaws.
And embracing every part of ourselves.
Women are born strong. Now, watch what we can do.”
