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Video – Animated Caster Piece Part of Unilever Campaign

Unilever has launched a campaign to support 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 year.

The move kicks-off a wider Lux campaign with Semenya leading up to the Tokyo Games, with the creative work provided by New York-based marketing communications agency Wunderman Thompson.

Dylan Rogers
Dylan Rogers

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