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New Blood Entry — #scrollgoals

Award: Wood Pencil

adidas / 2019

With 50% of girls aged 14-17 abandoning sports, Adidas challenged us to get this demographic back into exercise in one of Adidas' key cities. This generation of girls are not partaking in sports due to a lack of self-confidence; a crisis caused by the ideals of social media.

#scrollgoals combats these mental health issues by using the Adidas app to measure each girl’s personal on screen weekly scrolling distance. This distance is then physicalised, and set as her personal exercise goal for the week ahead. As serotonin and endorphin levels rise, the girls will be updated on the positive effects exercise is having on their mental health. Adidas ambassadors partake in #scrollgoals, encouraging girls to join the #scrollgoals Squad, get their weekly goals and share how exercise has helped them.

The #scrollgoals squad initiative will change the face of social media; where the edited lifestyle is out and real self-confident girls are in. This will be the end of the negative mental health cycle caused by social media, and the beginning of a more inspiring platform.

We know girls love to scroll, and we don’t want to stop them. We just want to turn these scrolls into goals.

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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