With a budget of £300,000, Hearst UK and Under Armour wanted to make exercise accessible to all women – ultimately motivating lower-income women to overcome any barriers that might get in the way of a healthy fitness routine.

Research shows that breasts can move up to 14cm during exercise if left unsupported, but often sports bras can be costly, exclude women from lower socio-economic backgrounds from owning them. 

The campaign’s strategy was to inspire all women on a fitness journey with positive stories, as well as giving free access to relatable advice from fitness experts and working with grassroots charities and organisations to distribute free sportswear to people in the UK’s poorest regions.

It Starts With a Bra garnered 8.6 million impressions through Women’s Health magazine content, digitally reaching 52 per cent of women in the UK.

The brand reported a 16 per cent uplift in lower-affluence customers (aged between 18 and 34) agreeing that the campaign inspired them to keep pushing against barriers on their fitness journeys, with 59 per cent of them stating it made them feel motivated.

Lastly, the campaign also drove a 48 per cent uplift in young women of lower affluence describing Under Armour as an empowering brand, doubling likelihood of purchase, and making it the third-most considered brand to purchase activewear from.