Change Starts Here.
Listening came first. The film followed.
If you want to understand how collaboration and creativity can truly fuse, look no further than My Perfect Cousin.
They took the spark of our changing rooms campaign and transformed it into a powerful, moving story that elevates girls’ voices and captures the resilience of girlhood.
The ease with which they worked with schools, built real relationships, and made everyone feel genuinely involved was truly remarkable. We wanted to create a viral moment, and they delivered!
Afsana Lachaux
Director, Sweaty Betty Foundation
A vertical version of the 60-second hero video ignited the conversation around girls changing rooms on both the Sweaty Betty Foundation and Sweat Betty Instagram accounts. We would encourage you to read the comments and like, comment and share yourself if it resonates with you too.
Changing rooms are one of the most overlooked spaces in school life. They are where confidence is lost, participation begins to fade, and many girls quietly decide that sport no longer feels like a place for them.
When Fanclub PR and the Sweaty Betty Foundation approached us, they weren't simply asking us to produce a campaign. They wanted to help change the conversation around girls' experiences of PE, using real stories to highlight a barrier that too often goes unseen.
That meant our first responsibility wasn't picking up a camera.
It was creating an environment where those stories could be shared honestly.
The Challenge.
If the campaign was asking girls to speak openly, the production process had to make that possible.
Conversations about changing rooms are deeply personal. They touch on confidence, identity and belonging, subjects that are difficult to explore in front of lights, cameras and unfamiliar faces.
Authenticity couldn't be directed.
It had to be earned.
Working alongside Fanclub PR, schools and teachers, we designed a process that prioritised trust before production. Every decision was made to help contributors feel comfortable enough to speak in their own words, at their own pace.
Only then could the campaign begin.
“Alex, Theo and Adrian brought their A game to every part of this project. From concept, to story-boarding, and flexing with every twist in direction, they’ve been brilliant.
But what set them apart is the meticulous approach to execution and delivery. To say they’re dedicated to their craft is an understatement.”
Adrian Ma
Partner, Fanclub PR
Designing Around the People.
Every creative decision supported the conversation.
The campaign wasn't built around interviews. It was built around listening.
We spent time getting to know each school before filming began. Teachers became partners in the process. Familiar faces remained present throughout the production, helping create an environment where contributors felt supported rather than observed.
Production became intentionally unobtrusive. Smaller crews, thoughtful scheduling and a calm approach allowed conversations to unfold naturally. Rather than directing performances, we focused on creating the conditions where genuine moments could emerge.
The result was a campaign shaped by honesty, not performance.
“The young people were an absolute inspiration, quiet, calm and intelligent. This is a series of portraits of people who should be seen and listened to. We utilised simple composition, placing the girls directly in the middle of the frame emphasising their strength, presence and focus of this project.
Natural lighting techniques ensure nothing gets in the way of the girls' importance, the best light isn’t noticed. Our agile crew also helped make this feel very relatable for the students.”
Adrian Weinbrecht
Director of Photography & Co-Founder, My Perfect Cousin
Every Discipline, One Purpose.
Story, photography and design all reinforced the same idea.
The campaign extended far beyond the hero film.
Alongside the documentary, we produced a comprehensive library of still photography, social content and campaign assets that carried the same emotional honesty across every platform.
Nothing was created in isolation.
Every photograph, edit and social asset contributed to a single story, ensuring the campaign felt consistent wherever people encountered it.
Gallery of keyframes from the 60-second hero video.
Original Music.
Music became part of the emotional conversation.
We developed an original score that reflected the tone of the campaign.
Rather than directing emotion, the music created space for reflection. It supported the girls' voices without competing with them, allowing their experiences to remain at the centre of the story.
Like every other creative decision, it served the people appearing on screen.
“The concept behind the video hinged on a clear tonal contrast between ‘before’ and ‘after,’ presenting a unique challenge: how to reflect that shift within a single, cohesive piece of music... These subtle details may not be immediately noticeable, but they’re crucial in creating a seamless connection between audio and image — turning the music into a storytelling device, not just a backdrop.”
Theo Braham
Senior Creative Editor, My Perfect Cousin
Impact.
The conversation reached far beyond the film.
The campaign resonated with audiences because it reflected an experience shared by so many girls.
It generated national media coverage, reached hundreds of thousands of people and became part of a wider conversation about how changing room environments influence girls' participation in sport.
The work featured across major national broadcasters and publications, including Sky News, BBC Breakfast, ITV News, The Guardian and The Times. More importantly, it helped amplify the voices of young people whose experiences had too often gone unheard.
The campaign also informed wider conversations around school changing room design and policy, demonstrating how thoughtful storytelling can contribute to meaningful social change.
“I knew we were in good hands with MPC team. From crafting the concept, through to bringing it all to life on set and in edit the team’s attention to detail at every stage is unmatched.
Their professionalism made every shoot feel calm - I knew everything was being handled with care. They welcomed our input, shared their creative process openly, and worked with us as true collaborative partners!”
Hannah Kalyan
Account Director, Fanclub PR
Our Perspective.
Human stories deserve a human process.
Every campaign begins with a different brief, but the same responsibility.
People don't share meaningful experiences because they're asked the right questions. They share them when they feel respected, listened to and safe enough to answer honestly.
This project reminded us that the strongest storytelling isn't created by directing people.
It's created by designing the conditions where people can simply be themselves.
"The girls were never contributors. They were the experts. Our role wasn't to tell their story for them. It was to create an environment where they felt comfortable enough to tell it themselves."
Alex Watson
Creative Producer & Co-Founder, My Perfect Cousin
If you’re interested in other purpose-driven or youth-facing visual content campaigns then have a look at Our streets, our journeys for The Major of London
Behind the Scenes.
From school corridors to sports halls, our nimble crew worked closely with teachers and students to create a safe, relaxed environment. This behind-the-scenes image captures the calm and care that defined every moment of the shoot.
On location: Working with students and staff inside real changing rooms.
Behind the Scenes
Campaign Launch Page.
The campaign lives online via the Sweaty Betty Foundation’s dedicated sitehub: www.changechangingrooms.com, where the hero film, behind-the-scenes insights and resources are hosted.
It’s a space where educators, students and advocates can continue the conversation and share the story.
Launch site hub, designed to keep the conversation going.
Website Landing Page
About the Partners
The Sweaty Betty Foundation
The Sweaty Betty Foundation exists to break down barriers and get more girls moving—joyfully, confidently, and for life. Their mission focuses on reaching girls who face the greatest obstacles to being active, with a particular focus on teenage girls from lower-income backgrounds and ethnically diverse communities. Everything they do is girl-led, inclusive, and rooted in lived experience. Learn more at sweatybettyfoundation.org
Fanclub PR
Fanclub is a creative communications agency that helps purpose-driven brands earn attention and spark change. Whether it’s launching culture-shifting campaigns or telling meaningful stories in unexpected ways, Fanclub blends strategy, craft, and empathy to deliver standout work with real-world impact. Learn more at fanclubpr.com
