Last year, the brand launched an initiative to help thousands of young people overcome restrictions
With the motto that physical movement has the power to change lives, Rexona, last year, created the “Breaking Barriers” project.Which aims to help thousands of young people to overcome the restrictions that keep them away from a more dynamic and quality life imposed by themselves or society.
Now, in 2022, to serve as an ambassador for the project, the brand has called actor, presenter and comedian Fabio Borchat, who recently spoke on social media about the difficulty of staying motivated to exercise, and thus involving so many people who share the same problem.
“We found the Porchat outburst the perfect opportunity to talk about the barriers that prevent people from taking advantage of a busier life. A survey we recently published revealed that 7 in 10 Brazilians say they feel that society celebrates only the big winners and does not even try to do physical activities for fear of failure and To be judged. Comparisons and unrealistic goals create a huge field of insecurity and frustration, as was the case with Fabio. This is why it is important to talk about it, especially with young people,” explained Andreas Graner, Rexona Marketing Director.
The brand invited Porchat to learn about the path of Brazilians who have overcome various barriers through sports and dance and to create a positive perspective on the movement. The interviews resulted in an unprecedented three-episode series in which inspiring stories are told to demonstrate the life-changing power of physical movement.
Episodes are released weekly and will be available On Rexona YouTube channel, as well as on Fabio Porchat’s social networks. The stories have been coordinated with some of the partner NGOs supported by the Brand Project: Lov.Fútbol, Special Olympics and Projeto SEJA.
According to Rexona, more than 180,000 young people in Brazil have already benefited from the “Quebrando Barreiras” programme, with a focus on supporting children and adolescents, especially those who face the greatest barriers to activity, such as young people from the periphery.
The project is divided into two strategic pillars of action. The first focuses on partnerships with NGOs that promote social inclusion through physical movement, and the second consists of a robust training program designed for mentors and educators, with the goal of providing them with the tools they need to continue inspiring their communities.
Supported by other Unilever brands such as Dove and Seda, the program reinforces Unilever’s newly stated “beauty and personal care” commitment to improving health and well-being, promoting equality and inclusion, and reaching 1 billion people annually by 2030. With initial launches in Brazil, the United States and the United Kingdom in 2021, and the idea is to expand the program to other markets in 2022.
