Woman athlete for Nike painted in comic style

Born This Way

The #IStandForCaster campaign for Lux inspires a woman’s right to run free

Client

  • Unilever

オフィス

  • Singapore

Challenge

Caster Semenya is a female South African Olympic and World Championship Gold medalist in track who has faced judgement and discrimination since she came into the spotlight as a dominant world-class athlete.

Inspiration

Lux believes that women should not be judged for how they look, and that no woman should ever be denied their sexuality. Through cruel insults and humiliating sex tests, to an outright ban, Caster Semenya has always risen above it all to fight for her cause with dignity.

Born with high testosterone levels, Caster challenged the European Court of Human Rights (ECHR) to convince World Athletics that being asked to take medication and hormone-suppressing drugs is not the most humane way of dealing with a woman who has a congenital condition some believe gives her an unfair advantage.

Idea

Our #IStandWithCaster campaign for Lux rallies the world to take a stand for this talented and remarkable Olympic Gold medalist and support her case against the ban – and inspires all women to proudly and unapologetically express their beauty and right to independence and fight back against prejudice and stigma.

Growth

The ‘Born This Way’ campaign has captured global attention and raised massive support for Caster’s right to compete in the 2021 Summer Olympics in Tokyo.

LUX BTW CASESTUDY PR 20210507 MASTERS