Martial arts have become a big part of pop culture, due to icons like Jackie Chan, Chuck Norris, or cartoons like Ninja Turtles. However, this also

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Shannon Green
5 years ago
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2 Martial arts have become a big part of pop culture, due to icons like Jackie Chan, Chuck Norris, or cartoons like Ninja Turtles. However, this also developed the perception of it being a violent sport meant mainly for men, missing the positive discipline and self-confidence achieved by such sports. Nowadays, with a growing conscience on the need for feminist movements, such as Me Too, there is a need for ways of empowerment, paving the way for all self-defense exercises.

3 1. Parents are not aware of the important life skills taekwondo can teach young girls. 2. For mothers and little girls taekwondo is more of a male activity, because it includes fighting.

4 Taekwondo is not just about self-defence: it is also about ethics, respect, balance, concentration and assertiveness. In the long run it is extremely important, especially for young girls, because it can give them the confidence to protect themselves and this way to build their self-esteem and courage.

5 Taekwondo helps girls be their own source of empowerment.

6 Establish the taekwondo belt in its different colours as a symbol of safety, courage and empowerment.

7 FOR PARENTS We need to show to them WHY it s important for girls to practice taekwondo. FOR GIRLS We need to show them that taekwondo IS trendy and girls can do it too.

8 Sheeea School is a chain of schools dedicated to empower the future generation of women, giving them the tools to deal with life s anxieties and fears. The logo makes the connection between the color belt and a girl s bow, with the lettering emphasising the She in the name.

11 AMBIENT MEDIA To establish the taekwondo belt as a symbol of protection, we will make a parallel between it and the safety seat belts on airplanes. We will partner with an airline (Korean Air, for example) and change the seat belts of the women and girls passenger seats for some of the flights with belts in different colours from the taekwondo uniform - white, blue, yellow, red.

12 Above: girls looking at their colored belt, with the logo and campaign tagline: FOR THEIR SAFETY, FASTEN THEIR TAEKWONDO BELTS.

14 SNAPCHAT We want to make martial arts popular again and make them a part of the social media context of young children. Kids between 8 and 14 love Snapchat and one of their favourite features is the bitmoji.

by adding a taekwondo belt to her outfit in scary situations.

15 We will create a special bitmoji video filter for Snapchat, which will turn every girl into their own courageous character by adding a taekwondo belt to her outfit in scary situations. We will also create bitmoji stickers with the belt in different situations.

17 FASHION To show that taekwondo is not something outdated and strictly male, we will create a contemporary line of taekwondo belts and robes in partnership with H&M/ZARA. We will display them in the female/kids and sports area of the stores. On the belts and robes we will put empowering values, which are part of the taekwondo philosophy.

19 ONLINE VIRAL VIDEO Sports and performance arts which are perceived as girly have a lot of moves, similar to taekwondo kicks and punches. To show that girls are tough even when they look elegant and fragile, we want to create an online video which makes a parallel between ballet Above: photo of young Van Damme where he seems to be moving as a dancer, rather than a fighter. and taekwondo.

20 The video will be in the popular style of mixing filmed footage with the Street Fighter animation and sounds. NAME OF THE VIDEO: Girls accidentally doing taekwondo

21 (*punch sound*) 1. We see a young girl dancing ballet. She starts in a classical ballet position and she is wearing a taekwondo belt. 1a. The girl then does a ballet jump which resembles a famous taekwondo kick. While in the air we hear a *punch sound* and an appearing street fighter character being kicked.

22 (*punch sound*) 2. The girl continues with her ballet routine, still wearing the belt and smiling. 2a. Now we see her doing a beautiful brisé. While in the air a street fighter appears and her move results in a kick. We see him fly away from the frame.

23 (*punch sound*) 3. The little girl continues dancing with grace and elegance. 3a. Now we see in a beautiful Grand jeté in the air, while another street fighter character tries to attack her from the back. We hear another punch sound and the guy flies back.

24 (*punch sound*) 4. Now the girl is on the floor lunging with bent back knee. 4a. She is now doing the second arabesque but we see a street fighter approaching to attack her. Just when he s about to get her, her foot kicks him in the chest, resembling another typical taekwondo move.

25 ENDING MESSAGE: MAYBE YOU'RE A HIDDEN TAEKWONDO MASTER. IF YOU WANT TO FIND OUT - JOIN SHEEEA.

26 GUERRILLA MARKETING To raise awareness that taekwondo is not only for boys, we will change the female pictogram in public toilets by adding a taekwondo belt on the waist of the icon.

27 Above: Pictograms with belt intervention, plus the logo and campaign tagline: GIRLS, IT S YOUR TURN TO BE BRAVE.

28 ADDITIONAL PR SOCIAL RESPONSIBILITY INITIATIVE Associating with a renown organisation for children's rights will give more credibility to SHEAAA taekwondo school and will raise the topic about the important values and qualities which the sport builds in young girls. We can partner with UNICEF and provide free of charge taekwondo lessons for unprivileged girls in orphanages or poor families.

29 ADDITIONAL GUERRILLA MARKETING IDEA To raise awareness and PR effect we will make a public stunt by placing taekwondo belts in different colours on famous female statues all over the world.

TAEKWONDO. For ADULTS. Nailah Aisha Mims

TAEKWONDO. For ADULTS. Nailah Aisha Mims TAEKWONDO For ADULTS Nailah Aisha Mims Taekwondo for Adults Copyright 2008 Nailah A. Mims, All Rights Reserved Published by Nailah A. Mims Printed by Instantpublisher.com ISBN: 978-1-60458-341-0 Cover