Inviting every woman in Dubai to inspire the region to see impossible as I’m possible.
88% of women in the Middle East believe that sports is not meant for them. We called upon every woman in the city of Dubai to become the faces of a campaign to inspire the whole region to change the perception of sports.
Through social media, we invited them to share photos of what sports means to them along with their story of turning impossible into I’m possible every day.
Every post shared, irrespective of the sport, was turned into billboards across the city in real-time. Each billboard in return become countless pieces of social content, starting conversations about making sports more inclusive across 25 countries.
+250M total reach
Covered in over 25 countries
+100 billboards across Dubai
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