Initiatives that provoke and support women to expand their capabilities and develop themselves impress me. I really find such projects inspiring, outstanding and able to create experience and eventually build relationships in the future.
Here is an example of a campaign in which I find huge potential for further development. The new campaign of Under Armour Women is based on great communication strategy: the brand is empowering the women’s image as a whole and in particular in sports and yet seeking for a redefinition of the perception of the female athlete. The company launched a contest that will find out the new face of the brand. The mechanism of the contest requires women’s participation to demonstrate unlimited personal capacity and enthusiasm with videos and photos. And the one thing that I like mostly about the campaign is the opportunity to implement the core ideas with tools of both traditional and digital PR because it has the potential to be communicated via traditional media (press, magazines, radio, TV) and on the other hand is entirely based online.