It Starts With a Bra

Hearst UK and Women's Health partnered up with Under Armour to inspire and motivate lower-income young women (aged 18-34) to get into fitness through understanding and addressing the specific barriers that stand in their way. The goal was to make exercise accessible and the campaign delivered, with lower-affluence young women feeling more motivated, more inspired to continue pushing themselves on their fitness journeys despite challenges, and ultimately exercising more.