Putting women of South East Asia #U1st

Under Armour was looking for a campaign to unite their female community across South East Asia during the covid-19 lockdown. However, we soon realised there was a more pressing issue to address: women in South East Asia rarely put themselves first. 

With a tendency to prioritise friends, families and other commitments, over 45% of women didn’t get enough personal time, and over 60% admitted they didn’t exercise regularly. This insight formed the #U1st campaign.

We invited women to focus on ‘you’. We brought together four female ambassadors from SEA (Kirstie Gannaway, Amita Berthier, Cheryl Loh and Kelly Latimer) to lead the way in highlighting the benefits of putting yourself first.

Across the month-long campaign during the pandemic, we worked with our ambassadors and leading fitness experts to develop over 4 hours of weekly content, ranging from mind and nutrition advice to online fitness workouts. The campaign concluded with a live wellness session on the rooftop of Marina Bay Sands in Singapore to bring our women together in person.