Sportsgirl is not turning anyone away in its latest campaign, Be That Girl, as it features a diverse group of inspiring Australian women in an effort to encourage young girls to embrace who they are.
Sportsgirl's latest campaign, Be That Girl, celebrates young Australian women in a series of inspiring video interviewws that aim to promote self-confidence.
Released across digital platforms, print and in-store, the campaign features scientists, transgender models, paralympians and bloggers in their natural, non-retouched form, alongside a “just be you” mantra from the Australian retailer.
“For 70 years, Sportsgirl has been embracing Australian lifestyle and culture. We connect with Australian girls during their transition from girlhood to womanhood and understand the issues that are central to young women today,” says Sportsgirl CEO Colleen Callander.
Be That Girl has kicked off its first chapter featuring 12 talented Australian women including, digital presenter Carissa Walford, TV presenter Flex Mami, influencer Cartia Mallan, Indigenous activist Aretha Brown, transgender model Manahou Mackay, parallympic snowboarder Joany Badenhorst, and many others.
A quirky video campaign shares the thoughts of these inspiring women as they encourage others to embrace their truest selves.
“Over 50% of Aussie girls feel worried about their body, and over 70% feel worried about their future,” says Callander.
“We want to help empower all girls to feel confident, capable and strong in their own identities no matter what they're trying to achieve.”
When asked what it means to be a girl in 2018, transgender model and Be That Girl advocate Manahou Mackay says: “It means having the courage to live your life authentically".
That is precisely the ideology the company is encouraging.
“With the launch of Be That Girl, we want everyone to join us in taking a moment to celebrate the amazing stories of unique girls in the hope that it inspires every Australian girl to be whoever they want to be,” says Callander.
The campaign has released a number of exclusive interviews with these inspiring young girls that can be found at www.sportsgirl.com.au.
