FRIDAY 10 SEP 2021 9:36 AM

LENS: SURE

The ‘Watch Me Move’ campaign from deodorant brand, Sure, aims to drive diverse representation and encourage greater inclusivity in sport through the summer of the Tokyo 2020 Paralympic Games.

The video shows eight content creators and athletes whose unique stories are also featured in greater detail on the Sure Watch Me Move Hub. The video works to demonstrate the brand’s social responsibility efforts to challenge stereotypes and encourage diversity and inclusion through the lens of sport.

Action shots of people doing a variety of sports aims to give the viewers confidence to move, while the white text points to research findings that ‘Fear of judgement stops 1 in 2 people moving.’ This data is based on a consumer study conducted by Sure in which 53% of UK adults are currently living with a disability and 1 in 2 adults do not feel represented by sports advertising, athletes on TV and on social media.

Manchester City and England amputee footballer, Sean Jackson, was among those featured in the campaign. “There’s always a doubt that I should be on the pitch. But after training, people will often ask if I can be on their team – that’s the best way to beat them,” says Jackson.

It ends by highlighting the brand ethos, ‘Sure believes everyone should feel confident to move,’ and signposting towards the Sure Breaking Limits Programme, which uses movement to equip youth with critical life skills such as confidence, teamwork and resilience.

Chris Barron, vice president of beauty & personal care UK&I at Unilever, says, “By working with our partner organisations to create our Sure Breaking Limits Programme, we want to give those people who don’t believe they meet society’s expectations the confidence to move – whoever they are and however they move.”

The campaign, which worked with a range of diverse directors and content creators to ensure authentic storytelling reflective of the communities depicted, was created by UStudio and produced by MoFilm.

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