Rexona: Watch me move

Rexona, a deodorant brand, grew brand power in the UK and US and helped people with disabilities feel more confident to exercise by launching a multimedia campaign featuring stories from diverse people of how they move.

In a Paralympic year, Rexona wanted to create a campaign that would grow brand fame and help fill the world with the confidence to get moving.

Strategy

Fear of being judged by others stops more than half of us from exercising. For disabled and diverse people in particular, being stared at for their difference is a big barrier to movement. Generations grow up being told we 'can't' or 'shouldn't' pursue a sport because of our gender, race or physical ability.

All of this creates a confidence gap - which, in turn, creates a 'movement gap'. Edelman says 88% of people...

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