The ‘Not Done Yet’ campaign reflects Rexona’s global brand purpose and mission to empower people with the confidence and opportunity to move more by challenging sociocultural barriers and stereotypes that dissuade people from participating in physical pursuits.
In August this year, Rexona teamed up with Australian of the Year Dylan Alcott and creative agency Bastion for a brand campaign to fight the narrow definition of what a typical 'mover' looks like.
The campaign is led by a 90-second long form, a 30 and two 15-second films, featuring Alcott encouraging all Aussies to overcome the mental and physical barriers that prevent participation in movement by remembering three simple words - ‘Not Done Yet’.
Alcott: "One of my greatest achievements in life is not only overcoming physical barriers but overcoming the mental barriers to confidently move freely and play elite sport at the highest level.
“I’m extremely proud to partner with Rexona in the fight against misrepresentation and stereotyping. By starting the conversation and advocating for change, I believe we can make a meaningful difference, together.”
The campaign also features the first Dylan Alcott Foundation grant recipient, junior wheelchair tennis player Jin Woodman, as well as an array of everyday Australians battling and then banishing self-doubt with the mantra.
Rexona produced the production with disability representation both in front of and behind the camera in collaboration with Bus Stop Films and Bastion Creative.
The campaign is supported across BVOD, SVOD, YouTube, social, point of sale, and via a content partnership with Nine.
National chief strategy officer at Bastion Creative Angela Morris said: "To ensure it is truly meeting consumer needs, Rexona regularly conducts research, and this identified that there were a number of social and cultural barriers that were causing people to hold back from moving more.
"In particular, movement has a representation problem, with many not feeling they are represented as the typical ‘mover’. As a result, 59% of Aussies feel physical or mental barriers like self-doubt that are holding them back from moving.
"This led to the brand making the decision to take action to inspire the confidence in people to move more."
Marketing director of Rexona, John McKeon, said: “We were surprised to learn that many Australians move less because they don’t fit the stereotypical mould of a ‘mover’. This self-doubt holds them back from experiencing all the mental and physical benefits movement brings.
"Rexona keeps people fresh, which gives them confidence to move, but that is clearly not enough - we need to change the perception of who a typical mover is to really get people going. We want to create a world where everyone has the confidence to move more, regardless of body shape, gender, race, sexuality, or disability.”
Morris provided insight into the creative strategies deployed to ensure the overarching success of the campaign.
"By telling untold inspiring stories of Dylan and involving real people to normalise diversity in movement and encourage people to move more, we could inspire Aussies to break through their limits.
"This was achieved by supporting the Dylan Alcott Foundation and allowing the grant recipients' to share their stories.
"Ultimately we needed to challenge the conventions of what it means to be a mover. Therefore, the campaign highlights the human insight of barriers to movement, in a way that seeks to simultaneously overcome them – by showing a diverse and inclusive representation of movers in all touch points."
Bastion Group chief creative officer Simon Langley said: “It’s not every day you get the opportunity to work with such a wonderful cast, including Jin Woodman and Dylan Alcott to bring to life this important campaign to get all Aussies moving more."
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