DEFY GRAVITY
DEFY GRAVITY
DEFY GRAVITY
Defy gravity is an individual thesis project developed in partnership with the "Federazione Ginnastica d’Italia". Its aim is to redefine the perception of men’s artistic gymnastics in Italy and increase participation in the sport.
Defy gravity is an individual thesis project developed in partnership with the "Federazione Ginnastica d’Italia". Its aim is to redefine the perception of men’s artistic gymnastics in Italy and increase participation in the sport.
Defy gravity is an individual thesis project developed in partnership with the "Federazione Ginnastica d’Italia". Its aim is to redefine the perception of men’s artistic gymnastics in Italy and increase participation in the sport.
BRIEF
Brief: The aim of the project was to create a communication campaign that would increase enrollment in men’s artistic gymnastics and challenge the perception of it as a female-only sport.
CONCEPT
Insight: Many boys with an interest in gymnastics drop out before even starting, held back by gender stereotypes that associate the sport with dance and femininity. Concept: Artistic gymnastics is not just about aesthetics or physical strength, it’s a challenge against both physical and mental limits.
PROCESS
Processo: I started by interviewing coaches and sports club managers, then conducted a survey to validate the insight. The data confirmed that 81% of people view gymnastics as a feminine sport, and only 13% of the 140,000 athletes registered with the federation are male (ISTAT). Based on this, I defined the target and built a full-funnel strategy. The campaign included guerrilla marketing activation followed by promotional videos and a dedicated website with tutorials to introduce users to men’s artistic gymnastics and make it more accessible.
BRIEF
Brief: The aim of the project was to create a communication campaign that would increase enrollment in men’s artistic gymnastics and challenge the perception of it as a female-only sport.
CONCEPT
Insight: Many boys with an interest in gymnastics drop out before even starting, held back by gender stereotypes that associate this sport with dance and femininity. Concept: Artistic gymnastics is not just about aesthetics or physical strength, it’s a challenge against both physical and mental limits.
PROCESS
Processo: I started by interviewing coaches and sports club managers, then conducted a survey to validate the insight. The data confirmed that 81% of people view gymnastics as a feminine sport, and only 13% of the 140,000 athletes registered with the federation are male (ISTAT). Based on this, I defined the target and built a full-funnel strategy. The campaign included guerrilla marketing activation followed by promotional videos and a dedicated website with tutorials to introduce users to men’s artistic gymnastics and make it more accessible.
BRIEF
Brief: The aim of the project was to create a communication campaign that would increase enrollment in men’s artistic gymnastics and challenge the perception of it as a female-only sport.
CONCEPT
Insight: Many boys with an interest in gymnastics drop out before even starting, held back by gender stereotypes that associate this sport with dance and femininity. Concept: Artistic gymnastics is not just about aesthetics or physical strength, it’s a challenge against both physical and mental limits.
PROCESS
Processo: I started by interviewing coaches and sports club managers, then conducted a survey to validate the insight. The data confirmed that 81% of people view gymnastics as a feminine sport, and only 13% of the 140,000 athletes registered with the federation are male (ISTAT). Based on this, I defined the target and built a full-funnel strategy. The campaign included guerrilla marketing activation followed by promotional videos and a dedicated website with tutorials to introduce users to men’s artistic gymnastics and make it more accessible.