Girls in London are carrying knives. There has been a 52% rise in female knife possession in the last six years. A quarter of those involved are girls under the age of 18.
Why? Since 2011, half of the city’s youth centres have been closed leading to the loss of safe spaces for girls. Nike will monitor girls’ activity through the Nike+ Apps, and for the points they collect we will fund their local youth centres. By creating virtual youth centres, girls can also access at home workouts and chat rooms so they can meet others from similar backgrounds and big each other up. It’s time to give girls the safe spaces to let out their inner athlete. It’s time to Invest Your Energy.
Integrated advertisement created by Edinburgh Napier University, United Kingdom for Nike, within the categories: Fashion, Public Interest, NGO, Retail Services.