Swedish Gymnastics Federation
Project Femirun
The Brief
Every year the Swedish gymnastics federation distribute project funds to increase gender equality within gymnastics and parkour. The main goal is to increase female parkour practitioners.
-The first strategy was to create a team including female role models. The team became a brand named FemiRun, including girls from different background, ages and styles,
-The second strategy was to create an action video showcasing that females are equally skilled and cool as male practitioners.
- The third strategy was to create a girls event that would be published and connected to the video.
The strategy
I created a facebook team site and published the event called Movement of Sweden girls jam, the video was also published alongside the event. The video went viral after a few days and reached up to 92 000 people and 108 girls signed up to the event.
Implementation
and evaluation
