Making Waves campaign: Empowering women through adventure

Marian Wright Edelman’s words, “You can’t be what you can’t see,” perfectly capture the essence of our Making Waves campaign. 

We embarked on this initiative to address a critical question: How do we get more women into adventure?

Why is adventure important?

From hearing your stories, we know adventure is vital for maintaining mental and physical well-being. It’s a positive and empowering way to navigate life’s ups and downs. Our goal is to encourage more women to embark on their own challenges so they can reap the rewards of stepping out of their comfort zon.

Our solution

Our mission was to find 10 women whose stories you could resonate with. Women whose experiences would make you think, “Her situation is a bit like mine”, or ” I feel like that too” and “I want to do what she has done.”

We invited them to a photoshoot on the Beach and then shared their images and stories far and wide.

This is what we set out to achieve:

·       Diverse Representation: Find a diverse group of women passionate about adventure to inspire others.

·       Role Models: Create role models who would share their stories, encompassing various ages, races, fitness levels, disabilities, backgrounds, and experiences of adversity.

·       Storytelling: Highlight their stories and amplify their message.

·       Visibility: Work with 10 women who would embrace a photo shoot on the beach and be the visible women you could see.

Meet our 10 winners

These remarkable women, each with unique journeys, are now the faces of our campaign. Through their stories, we hope you find someone you can relate to and feel inspired to embark on your own adventure.

1.      67 and Riding a Bike: Proving that age is just a number.

2.     Recovering from Domestic Abuse: Finding strength and empowerment through adventure.

3.    Hitting 50: Embracing a new chapter with excitement and vigor.

4.     Navigating Menopause: Using adventure to stay active and positive.

5.    Living with a Disability: Showing that adventure is for everyone.

6.    Learning a New Skill: Demonstrating the joy of discovering new passions.

Start your adventure

No matter when or how you come to adventure, what matters is that you start. Adventure is open to everyone, and starting small can lead to incredible things.

Action: Read our winners stories to start with and then read all our entrants’ stories

By showcasing these stories, we hope to inspire you to embark on your own adventures and discover the transformative power it holds.