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New Blood Entry — Feel Real

Award: Graphite Pencil

adidas / 2019

The challenge is to break down the barriers which cause young females between the ages of 14-19 to drop out of sport. by investigating the mental barriers for teenaged girls, the focus is on social media addiction and how unrealistic beauty standards have given rise to fear of judgment, resulting in a lot of young females dropping out of sport. Boxing, being a cathartic sport, counteracts mental health issues such as anxiety and depression, thus offering a safe way to release tension or aggression without hurting yourself, or others. The Feel Real campaign promotes boxing as an antidote to anxiety and depression caused by the pressures of social media. While the movement will spread awareness through a short film depicting a life with social media addiction vs. a life with boxing; the campaign sponsors local boxing gyms to reward commitment badges which make you legible for free adidas products.

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.

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