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Baum - The Toughest Role: Being Yourself!

Situation Analysis

Every March 8th, brands dress women in pink boxing gloves, helmets, or spacesuits, sending the message, "You can do anything if you want to, you're a superhero!"

Strategic Pivot

Instead of telling women on March 8th, from the outside, "you can do this," we give them the microphone and ironically let them explain how they managed to do the hardest thing: being themselves.

Insight

Women don't want to be told how they should be; they want to be accepted for who they are. Because often, the hardest thing in life is managing to "remain yourself."

Idea

I've already accomplished the hardest part: becoming myself.

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