problem:

A 2019 New Blood brief set by D&AD, this campaign was created to target girls ages 14-19 in large cities (I focused specifically on New York). The purpose of Futureicons is to rethink and reform the way girls interact and participate in sports, as well as addressing physical and societal hurdles hindering their involvement.

insight:

After researching my former teammates’ experiences with sports, I found that girls were much less likely to participate in athletics without their friends — if one friend quit, they all would. And after asking survey participants to name female athletes they admired, nearly all participants named individual sport players (Serena Williams, etc.) though most participants played only team sports.

solution:

Girls are very social at this age, and prefer to work together. By creating a campaign that promotes inclusivity and community, Futureicons helps girls turn themselves and each other into role models while learning new skills and inspiring future generations.