CASE STUDY: Paradigm
When a feminine hygiene brand wanted to hear what girls had to say about high school sports programs, we were able to tap into the mind of the young female athlete, letting our client emotionally drive real-life videos and a grant program to help Canadian girls play on. They reached the decision-makers while strategically planning the program’s promotion.
HOW WE DID IT
Playtex Sport Canada had a vision for a media relations campaign about the need to "Enable girls to play on," in light of the inequality between boys and girls high school sports programs. In order to level the playing field a bit, they decided to offer a $5000 grant to a school that could really use some help supporting their female athletes. To be able to successfully carry out this plan, Playtex needed data to support what high school girls are anecdotally saying about the inequality of their school sport situation to use for a kickoff video for the campaign.
When we first heard Playtex’s goals to make some videos with new and accurate statistics, we knew we wanted to hear what our high school athletes had to say, and the best way to do that in a survey is through open-ended questions. We crafted some unbiased questions to hear these voices and identify their role in solving the problem.
We used an online survey to help Playtex Sport Canada quickly identify how many girls felt limited in their high school sport experience and their reasons and feelings around that topic. To capture the high school experience across a longer time period, we used two groups to report on findings: current high schoolers, and already graduated (hindsight is 20/20) across a representative scope of Canadian girls/women
Knowing more about the real-life struggles of high school female athletes, Paradigm PR had the great opportunity to create an amazing campaign surrounding their grant program to boost girl athletes’ opportunities to reach their full potential.
With words directly from the athletes, Paradigm PR made some amazingly compelling videos to promote their grant program.
We were also able to conduct another survey with them to help plan the best use for their grant money to make the biggest impact on equalizing sports opportunities for girls. Our analysis also showed us that there is much more work to do,
but that every little thing will make a positive difference.
Their videos garnered support from hundreds of high school programs, far exceeding their goals for the impact it would have on Canadian high schools
WELL DONE, PLAYTEX AND PARADIGM!
The video below was made possible by our survey, and we are absolutely thrilled about it. Check out the rest of the campaign through Paradigm PR’s perspective by clicking "PLAY ON."