Watch: Veet #OffYourChest campaign encourages male athletes to open up

Integrated social-first agency Social Chain has teamed up with hair-removal brand Veet to launch a campaign that encourages male athletes to talk about uncomfortable topics.

The campaign was created in partnership with social sports platform SPORF, and the PR is being handled by Rebecca Abigail PR.

It aims to encourage male athletes to normalise and open up about potentially uncomfortable topics, such as mental health, ambition and their careers.

Campaign films will be released as episodes, the first of which features former rugby union player James Haskell, and professional footballer Adebayo Akinfenwa.

The two athletes discuss the stigma about men using self-care products, and how they feel about the stigmas surrounding male conversation.

So far the episode has delivered 11.4 million impressions across social media, with a total reach of 8.9 million and 95,000 likes.

Louise Sinclair, senior account manager at Social Chain, said: "The videos were not only a joy to make, but gave us an insight into the true feelings of some of the sporting world's most 'macho' men, which consumers can also learn from."


Click here to subscribe to the FREE Creative Inspiration bulletin to receive dedicated features, comment and the latest creative campaigns straight to your inbox. Make sure you register for the site to access more than one story per month.

To submit an idea for the bulletin, email John.Harrington@Haymarket.com

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in