Venus: Normalising real skin in sport
#MoveYourSkin normalised real skin in sport, talking biases and celebrating perceived imperfections: the bumps, rolls, scars and hairs. The campaign inspired a new wave of women and girls to rewrite the rules, feel comfortable in their skin and experience the power of sport freely.
Sport presents complexities for women; when top female athletes get trolled online for what they look like it leaves little hope for the rest of us! It’s also well-documented the drop out of girls taking part in sport peaks at 14 years but there is little understanding of why.
To get under the skin of the issue, we commissioned research exploring the barriers and published the Venus Skin-Consciousness Study. This was the grounding for #MoveYourSkin – the campaign designed to tackle the problem of Skin-Consciousness in sport.
Working with England Lioness and Arsenal WSL’s Lotte Wubben-Moy and World Champion Freestyler & TikTok sensation, Lia Lewis drove appeal across widespread national news and cult Gen Z and social first publishers. We also partnered with youth charity, Football Beyond Borders to create a self-awareness schools programme “Validate it” rolled out across 200 schools, encouraging girls to speak openly about overcoming the barriers.
#MoveYourSkin earned a staggering reach of 283.4 million through editorial alone, supplemented by1.6 million in social impressions.
Venus is committed to supporting the legacy of #MoveYourSkin and the campaign will continue into next year ahead of the Women’s World Cup