In New Zealand, girls are twice as likely as boys to drop out of sport, often simply due to a lack of support. Inspired by the solidarity of traditional supporter clubs, with 2degrees we created one just for girls.
We launched the club with an emotive OOH and film campaign, then engrained it into grassroots sport culture with a merch rollout and the backing of some of New Zealand’s greatest female athletes.
Directed by Taylor Ferguson for GOOD OIL
Photography By Sacha Stejko
Photography By Sacha Stejko
The merch slogans were created with input from behavioural sports physiologist Dom Verssete, specifically to support girls. The girls’ slogan was reversed so that, when they see themselves in the mirror, it gives them a mini pep talk. We then teamed up with Wellington-based illustrator Bonnie Brown to bring the designs to life.
Shot By Sacha Stejko, Directed by me
Photo by Sacha Showing the mirrored merch design
