UNILEVER'S LUX BACKS CASTER SEMENYA'S BID TO COMPETE AT THE TOKYO OLYMPICS

She's banned for naturally high testosterone!

BORN THIS WAY

Caster Semenya, the Olympic and World Championships gold medalist, has faced constant discrimination due to being born with hyperandrogegism. Despite cruel insults, sex tests, and even a ban, Caster Semenya fights with dignity.

Lux believes that no woman should be judged for their appearance or stripped of their womanhood. We stand with Caster Semenya, who proudly and unapologetically identifies as a woman. We join in her fight to overturn the World Athletics’ ruling that bans her from running without hormone-suppressing drugs.

Some people were born with special gifts.

Unilever LUX

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Campaign Case StudyFilm

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Caster Semenya:

“It makes me very happy to see brands like LUX who fearlessly stand on the side of what is right. My case is but one amongst many experiences that can be heard and felt by women all over the world. My team will continue to fight the good fight. Like I have always said this fight is not about me. It’s about the future. Those talented up and coming athletes who are going to face the same discrimination. I have to make sure that I can honestly say, I did my bit. We all need to continue doing what’s right in fighting for justice. And with the campaign my team has been working on, I am certain we will bring light to such issues beyond my case. "

Our concept was born out of the idea that every elite athlete possesses exceptional natural abilities and extraordinary biological traits from birth.

For example, Michael Phelps, who has has a 6-foot-7 wingspan and size-14 feet, and his lungs are twice as big as the average human. While Usain Bolt was born with a wingspan of 2.2 meters and a heel-to-hip length of 42cm, which are notable physical attributes he possesses.

The campaign aims to inspire and empower women to overcome daily sexist judgments and confidently embrace their beauty and femininity without apology.

Caster Semenya

Character Design

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Result:

Caster's cause has been picked up by Time magazine, Guardian, Adage, Adweek, leading sports journals and all key South Africa media.

Globally, we’ve got more than 1.35B Global reach, 446M online readership, 1.6 Billion earned impression, 679K estimated coverage views and more than 140 global press coverage.

In South Africa, we’ve achieved 33 pieces of media coverage and reached 81% of South Africa population. Overall, the PR value achieved is worth Euro 1 million+. We’ve even managed to evoke a reaction from World Athletics which is a positive sign.

Alongside that, the South African Parliament has also joined the African Human Rights Commission and other institutions to help Caster in her fight for justice and her rights as a woman.