Caster Semenya, the South African Olympic medal winner who is battling to compete in the delayed Olympics in Tokyo, has now found support from Unilever-owned soap brand Lux.
Consumer goods giant Unilever has launched a campaign to support Olympic champion middle-distance runner Caster Semenya in her latest effort to overturn a controversial ruling by World Athletics.
The global campaign by Unilever’s Lux beauty brand, is called ‘Born This Way’ and will encourage the athlete’s fanbase and celebrity following to sign an online petition to build public opinion against the ruling.
World Athletics will be challenged by the campaign through social media using the hashtag #IStandWithCaster and with a new animated video featuring her avatar.
The programme will run alongside Semenya’s ongoing legal battle to overturn the World Athletics ruling that bans her from competing in any track event between 400m and a mile unless she takes hormone-suppressing drugs.
The athlete has taken her appeal to the European Court of Human Rights and hopes to resolve the dispute before the Tokyo 2020 Olympic Olympics this summer.
The move kicks-off a wider Lux campaign with Semenya leading up to the Tokyo Games, with the creative work, including the image above, provided by New York-based marketing communications agency Wunderman Thompson.