The campaign is geared toward women in Serbia. Our incentive was to affect and change very gloomy numbers: that only 4% of women remain active weekly. Our purpose was clear and our campaign combines PR and awareness segments and free, open events with constant activations and callouts for women to show us what they can do. Game-changer here is that we use only real-life women, not airbrushed fitness supermodels as faces in our campaign. Real bodies jiggle, they have cellulite, sweat, and smeared makeup sometimes and we say: that’s just fine, go out there, have fun, and stay healthy – that’s your main motivation.