32% of women in the world don’t feel comfortable swimming in public.
In the Middle East, that number rises to 88%. Because conventional swimwear is not made with them in mind. Resulting in fewer women wanting to pursue aquatic sports every year. Being raised in a society where swimming isn’t widely accepted as appropriate for women, they lack the motivation to step into water. In addition, being surrounded by ads with models and professional athletes has further deteriorated their body confidence.
Please tell us about the social behaviour and / or cultural insights that inspired your work
Universally, water represents freedom. For most women in MENA, due to cultural and social barriers, water represents limitations and restrictions. Being raised in a society where swimming isn’t widely accepted as appropriate for women, they lack the motivation to step into water. In addition, being surrounded by ads with models and professional athletes has further deteriorated their body confidence.
Credits
Name
Company
Role
Fabio Silveira
Havas Middle East
General Manager
Joao Medeiros
Havas Middle East
Executive Creative Director
Adrian Mutescu
Havas Middle East
Strategy Director
Carlos Nadal
Havas Middle East
Head of Growth
Paul O'Connor
adidas
Director Brand Communications and Sport Marketing MENA