The campaign seeks to inspire, train and motivate women. It aims to empower them, embrace their fears, overcome obstacles, build their confidence that comes with trueness and originality. It reminds them that they own their bodies, choices, time, health, confidence, their everything. It educates them on the importance of a healthy body and gives them the right reasons to train: sports as an antidote to stress, prevention of illnesses, an antidote for society’s obsession with body perfection.

The project targets Bulgarian women in an active age (aged 20-40) who need to rethink their place in private and social life by redefining their priorities and giving more time to their health and wellbeing. Key vehicles to reach the target included digital (website, influencer marketing) and PR.

The project started in April 2019. #WOMANISM is a movement motivating every woman to know herself better and materialize her pursuits. The leading sports chain INTERSPORT believes that empowerment of women to excel in personal, professional and social terms is a way to a better world for all.

#WOMANISM was based on same-name digital platform with inspirational women’s stories on balancing female roles. The campaign opened with a press-release action. Storytelling – 6 VIDEOS of 6 #WOMANISM ambassadors on 6 PILLARS of women’s empowerment: • OWN YOUR TIME, Emilia Zankina, academic • OWN YOUR CHOICES, Gery Turiyska, writer • OWN YOUR STYLE, Santra, singer • OWN YOUR CONFIDENCE, Yana Marinova, actress • OWN YOUR HEALTH, Bilyana Savova, health influencer • OWN YOUR BODY, Antoinette Pepe, lifestyle influencer A video manifesto and video stories of ambassadors were played on own website, YouTube, Facebook and Instagram. A campaign accent was #WOMANISM Challenge asking women to share on Instagram a photo of a woman they admire hashtaged #WOMANISM urging friends to join the movement #WOMANISM. When 500 #WOMANISM postings were reached INTERSPORT supported the Bulgarian Medical Society for Osteoporosis and Osteoarthrosis providing 100 free tests for bone density measurement.

The campaign was devised as a digital platform with active use of social media influencers and with a clear focus on video communication. Here are some figures telltale of its effectiveness: YouTube: 575,000 views of #WOMANISM videos Instagram: 600,000 impressions Facebook: 800,000 impressions