04/28/2019
THE OXYGEN PROJECT
Never underestimate the power and influence that mainstream entertainment and social media has on your daughter, her health, fitness and future.
The media shapes the dreams and aspirations of young girls and the opportunities later in life. But girls receive negative or inconsistent messages from sports television. Messages that are both subliminal had highly-persuasive:
• Sports are portrayed as unfeminine;
• Magazines and commercials advertise the soft skinny Barbie look, sold ridiculous non-functional sports fashions while promoting a love-hate relationship with food; and
• Films depict women as the weaker s*x or are infantilized.
No wonder teenage girls experience a crisis of confidence, hold a negative body image and lack self-esteem or experience performance anxiety. There is often a social stigma associated with sports, health and fitness. And there is a lack of positive female role models.
• 83% of girls will quit sport all physical activity by the age of seventeen.
• By the age of 6, girls will start to underestimate their abilities in both sport, and later in their professional lives.
• Female athletes receive 0.5% of the sponsorship and prize money.
• Male dominated pro-sport makes up 98% of all TV sports coverage while the most widely practiced sports, your sport, receives little to no exposure.
• In 2019, young girls are still not allowed to play some sports.
• The average Olympic medal is won at 33 years old, whereas most athletes retire after high school.
• Unhealthy lifestyle and poor fitness is the single highest cost to the healthcare system and #1 cause of death. And it is preventable.
We set out to change all that.
Oxygen is a beautiful feature-length film about outdoor athleticism, captured in Digital IMAX over two years by the award-winning cinematography of o2films and empowered by women living clean oxygen fed sport and natural fitness.
The film is a fusion of stunning cinematography, athleticism, fast-paced action, organic textures, exquisite natural beauty, panache, talent and natural magic, synchronized to powerful contemporary soundtracks by female artists.
The striking visual narrative is enhanced by poignant interviews from inspirational role models in sport, professional and personal lives; from the mavericks of the 1920’s to the Olympians of today.
Seventy-seven elite athletes in twenty-seven outdoor sports, over four seasons. Featuring the talent of 2 Olympic, 3 World Gold Medalists 12 National Champions and 21 National team athletes.
“The story will make you laugh, cry and take your breath away.”
Film was released 01 Nov 2015 to Theatres World Wide and free download:
youtube.com/playlist?list=PLXhmUuXXOIXmUfPq_aPVWBu_Tlw3xVBsQ
The film
• Set a higher standard for cinematography and media coverage of sports empowered by women by releasing in IMAX.
• Establish positive body image and build self-confidence.
• Created and delivered a positive strategic messaging to counter mainstream media coverage, social influence and pop culture. We will deliver demonstrable results, resonance and impressions.
• Ran a targeted campaign to distribute the film to the widest audience, in theatres, television and over social media.
• Showed extraordinary role models that inspire girls to stay in sport-for-life and pursue professional success.
• Facilitated programs for women and girls.
• Provided educational materials and collateral free to schools.
• Motivated female athletes of all ages and abilities.
