We helped Rexona team up with 2022 Australian of the Year, Dylan Alcott AO for a brand campaign to fight the narrow definition of what a typical “mover” looks like and help all Australians to move more, regardless of their shape, size, look or ability.
The ‘Not Done Yet’ campaign reflects Rexona’s new global brand purpose and mission to help and empower people with the confidence and opportunity to move more by challenging cultural and social barriers and stereotypes that dissuade people from participating.
It is spearheaded by long form, 30- and two 15-second films, with Australian of the Year Dylan Alcott encouraging all Aussies to overcome the mental and physical barriers that prevent participation in movement by remembering three simple words – ‘Not Done Yet’.
The ads also feature the first Dylan Alcott Foundation grant recipient, junior wheelchair tennis player Jin Woodman and a range of everyday Australians battling and then banishing self-doubt with the mantra.
The campaign is based on research that found almost one in two Australians (43 per cent) believe they don’t move enough, with 59 per cent citing mental or physical barriers as the key reasons. Eight in ten, 81 per cent, said they would move more if those barriers didn’t exist. The study determined misrepresentation and stereotypes breed self-doubt and lack of confidence, with one in four of those surveyed reporting self-consciousness about the way they move.
“I know all too well, what it feels like to have that voice in your head with self-doubt and what it feels like to be told you can’t do something. 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,” Dylan Alcott said.
“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.”