Title	GARMIN: COMBAT WARM-UP
Brand	GARMIN
Product/Service	WORK-OUT
Category	A01. Glass
Entrant	FAMOUSGREY Brussels, BELGIUM
Idea Creation	FAMOUSGREY Brussels, BELGIUM
PR	FAMOUS RELATIONS Brussels, BELGIUM
Production	FAMOUSGREY Dilbeek, BELGIUM
Post Production	FAMOUSGREY Brussels, BELGIUM
Additional Company	GARMIN Evere, BELGIUM

Name	Company	Position
Nicolas Coppens	Garmin Belux	Marketing Director
Tom De Schrijver	Garmin Belux	Marketing Assistant
Peter Ampe	FamousGrey	Creative Director
Yana Gestels	FamousGrey	Art Director
Zoé De Priester	FamousGrey	Copywriter
Kathy Van Looy	Famous Relations (as a part of FamousGrey)	PR Director
Laure Vandeghinste	Famous Relations (as a part of FamousGrey)	Senior PR Manager
Laura Godinho	FamousRelations (as a part of FamousGrey)	PR Manager
Eva Van Riet	FamousRelations (as a part of FamousGrey)	PR Manager
Joachim François	FamousGrey	Head Of Digital
Siebe Lefebure	FamousGrey	Digital Account Manager
Jonas Sprengers	FamousGrey	Online Marketeer
Sander Cuypers	FamousGrey	Online Marketeer
Wies Dickens	FamousGrey	Digital Strategic Planner
Sarah De Prez	FamousGrey	Social Creative
Laureen Delbauche	FamousGrey	Social Creative
Sacha Lempereur	FamousGrey	Graphic Designer
Marlies Neudt	Famous Productions (part of FamousGrey)	RTV-producer
Gaelle Haesaert	Famous Productions (part of FamousGrey)	Producer
Max Pauwels	as a part of Famous Productions (part of FamousGrey)	Director
Edouard Legrelle	as a part of Famous Productions (part of FamousGrey)	DOP
Sven Van Hee	Famous Productions (part of FamousGrey)	Offline & Online Editor
Fries Vansevenant	as a part of Famous Productions (part of FamousGrey)	Motion Designer

Why is this work relevant for Glass: The Award for Change

Research has shown that one in two Belgian women often take a side trip for fear of harassment. Although men and women are relatively equal in our society, there are still problems. The numbers show that despite equality on paper, men and women are not yet on an equal footing. With this campaign, we mainly want to empower and boost the self-confidence of women. But at the same time, it is also a call for further structural solutions, so that women can walk the streets without feeling unsafe. This is a problem that Garmin cannot solve alone, however, it hopes to do its part and to help where it can.

Background

As a woman, you sometimes think twice before running into a certain street, alley, or park. Especially when it is dark. The fear of being stared at, shouted at, or, at worst, aggressed at, is often on women's minds. Research confirms this and has shown that one in two women often take a side trip for fear of harassment3 and 60% said that they felt anxious while out running solo4. Women do feel systematically less safe than men in public outdoor spaces. A pity, because women too should be able to stand, walk and run where, when, and how they want.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

We are certainly aware that safety in public spaces is very region-specific. This campaign must be seen in the Belgian context: a patriarchal society, but one in which men and women are relatively equal, where both parties enjoy the same rights and the same respect. The fact that a campaign like this is still necessary for a society like ours shows that there are still problems. It shows that despite equality on paper, men and women are not yet on an equal footing. With this campaign, we mainly want to empower and boost the self-confidence of women. But at the same time, it is also a call for further structural solutions, so that women can walk the streets without feeling unsafe. This is a problem that Garmin cannot solve alone, however, it hopes to do its part and to help where it can.

Describe the creative idea

Every woman should be able to walk and run where she wants when she wants. This only seems logical, yet one in two women often take a side trip for fear of harassment1. Garmin wants to raise awareness of this societal problem. And it does so in an empowering way with The Combat Warm-up, three warm-up exercises that warm up your body for your running session and teach self-defense techniques. The Combat Warm-up was developed by Belgian Gold Olympic medalist Kim Gevaert and European Taekwondo champion Laurence Rase. The tutorials are accompanied by a manifesto film raising awareness for the feeling of insecurity many women experience.

Describe the strategy

On the one hand, Garmin wanted to create extra awareness for the feeling of insecurity many women experiences, without portraying sport in a negative light. To this end, an empowering manifesto film was made. On the other hand, Garmin also wanted to provide women with concrete tools that boost their self-confidence before sport. Therefore, they developed three warm-up exercises with Belgian Gold Olympic medalist Kim Gevaert and European Taekwondo champion Laurence Rase that warm up your body for your running session and teach self-defense techniques. The social plan had a strong focus on reaching women with an affinity for outdoor sports, mainly focused on running. We also targeted women with an interest in self-defense and running, close to big parks/running hotspots.

Describe the execution

The manifesto sets the mood for the campaign and framed the topic in an empowering and positive way. This was first distributed on social media, targeting men and women. Next, the three tutorials, short videos with clear steps, offered women tools to actively get started. Women who saw the manifesto on social media also received the tutorials in their feed. Both the manifesto film and the tutorials were also spread on the social media channels of Garmin ambassadors. These people have been exercising with a Garmin watch for at least a year and post about it on social. Six months after the digital launch of the campaign, Basic-Fit and Garmin decided to work together to teach the exercises in 10 Basic-Fit centra all over Belgium. This allows women to learn self-defense techniques together and in real life.

Describe the results / impact

• 26 press articles were generated. • 860.000 women watched our videos • Our ads have been seen 4.3M times (of which 1.2M unique people) • 27 Garmin ambassadors supported the campaign by sharing the manifesto and the tutorials in their network. Good for a reach of 557.728 people and a PR value of € 61.602. • Basic-Fit and Garmin will organize 10 Combat Warm-Up Sessions throughout Belgium. More than 100 women will be able to learn the Combat Warm-Up in real life.