To celebrate PADI International Women’s Day, I led a multi-phase campaign designed to spotlight and empower the women of Perth’s diving community. From digital storytelling to in-person connection, the project built momentum over several weeks - culminating in a relaxed, all-women’s wine, cheese, and sketch night. The campaign increased visibility, strengthened community ties, and showcased the joy of diving through creative content.
Strategy
I crafted a campaign that celebrated women in diving by championing community spirit, creative expression, and meaningful visibility. The strategy aimed to engage both seasoned divers and newcomers through authentic storytelling and vibrant visual content. As part of the initiative, I invited members of the diving community to sponsor fellow women divers—sparking a ripple effect of generosity and goodwill. This helped shift perceptions of Perth Scuba from a retail-focused business to a community-driven hub that truly supports and uplifts its members.
Campaign
Over several weeks, I profiled inspiring women in the Perth diving community - sharing their stories across social media to build anticipation. I then created promotional assets and targeted ads for our International Women’s Day celebration: a relaxed wine, cheese, and sketching night designed to connect and inspire women divers.
Production
On the day of the event, I captured video content and created a highlights reel to promote the atmosphere, laughter, and connection shared. These post-event assets helped reinforce brand visibility and encouraged future participation by showcasing the fun and inclusive spirit of the community.