Women carry a heavier mental load, which contributes to the fact they are twice as likely to suffer extreme stress than men. In those times, where stress and worries are taking over, we can physically feel the weight bearing down on us.
The campaign is rooted in the breath. Contrasting the shortness of breath, the tightness of the chest in those stressed moments, with the controlled, rhythmic breaths of a workout. Followed by the deep breath of release as the workout comes to an end. Finally relaxed. Head clear of thoughts.
We want to acknowledge and highlight the importance of women taking control over their mental health. When she takes the time for herself to exercise – that’s when she can finally catch a breath. She thinks, she worries, she works, she does. But when she moves, she breathes.
The campaign is rooted in the breath. Contrasting the shortness of breath, the tightness of the chest in those stressed moments, with the controlled, rhythmic breaths of a workout. Followed by the deep breath of release as the workout comes to an end. Finally relaxed. Head clear of thoughts.
We want to acknowledge and highlight the importance of women taking control over their mental health. When she takes the time for herself to exercise – that’s when she can finally catch a breath. She thinks, she worries, she works, she does. But when she moves, she breathes.
Social & Digital
