‘Restore the Balance’
A campaign that empowers female athletes suffering with hypothalamic amenorrhea (HA) to take the strides to recover.
The Problem:
Hypothalamic amenorrhea (HA) affects 60% of elite middle, and long-distance female athletes. HA is defined as three missed period cycles, if they were previously regular, and six cycles if they weren’t.
26% of women who exercise lose their periods.
The problem is much more than missing periods. It’s pain and suffering. It’s missing out of life.
The Insights:
The pursuit of performance and aesthetic ideals are prioritised over health. The loss of their period is often celebrated by female athletes. It becomes a goal. Feeling as though they don’t look the part, these female athletes consciously restrict their intake. It becomes an obsession.
It’s healthy to have regular periods - at least nine per year.
Recovery scares those who suffer. Eating more and rest are the foundations of recovery. It traps those who suffer in pain.
lululemon’s purpose is to ‘elevate human potential by helping people feel their best’.
The Solution:
‘Restore the Balance’ is a lululemon Strava challenge. It is sponsored by the ‘9 in 12 Fast & Free Run Club’, a community for female athletes to connect and recover from obsessive exercise, restrictive diets, and self-criticism.
To ‘Restore the Balance’ athletes will record as many minutes resting as running on Strava. They’ll create a new mindset and enable the renewal of their period.
For each month balance is achieved, the athletes will receive a discount and a new luluemon Fast & Free set after nine balanced months in twelve.
It’s not a perfect process, but it’s a start. A holistic print and digital campaign will support the athletes on their sweaty pursuits and personal growth.
The Touchpoints:
The public transport posters respond to the belief that waiting is wasting time. They use subtle and strong copy to exclusively speak to the specific audience.
In-store changing room mirrors were targeted to challenge the belief of aesthetic ideals over health.
With a reimagined manifesto, a monthly zine will accompany each restored discount. Inside a guided meditation timetable physically connects the community.
Branding
Campaign
Copywriting
Editorial Design
Digital Design
Typography