Change Starts Here.
Co-Creation.
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.
The Brief.
When Fanclub PR and the Sweaty Betty Foundation came to us, they weren’t just looking for a film. They were looking to shift the culture. To help girls feel seen, heard, and celebrated in one of the most loaded—and often overlooked—spaces in school life: the changing room.
The insight behind the campaign was stark. Around 1 in 3 girls say that changing rooms are a major reason they stop taking part in school sports. That statistic isn’t just a number—it’s a reflection of a much bigger story. A space that should be neutral, even empowering, has become a barrier.
From day one, it was clear this campaign couldn’t just talk about girls’ experiences in sport—it had to centre them. Visually, emotionally, and truthfully.
The Solution.
The solution was ‘Change Starts in the Changing Rooms’—a stripped-back, film-led campaign that told a powerful, moving portrait of girlhood directly from the source.
We joined the project at concept stage, taking a lead role in shaping the creative direction, production, and delivery.
From the first brainstorm to the final export, this was a genuinely collaborative journey. Working closely alongside Fanclub PR at every step — from storyboarding and scripting to shoot logistics and sound design — we made sure every asset was not only consistent and platform-ready, but also impactful and true to the campaign’s spirit. Our team produced the full suite of video and stills content, covering everything from short social clips and press photography to teaser pieces and the 60-second hero film.
“Alex 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
We didn’t just drop in for a shoot—we built relationships with teachers and students, listened before we filmed, and stayed long enough to earn their trust.
“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
Gallery of keyframes from the 60-second hero video.
The Results.
The campaign launched with Change Starts in the Changing Rooms and the response was immediate. Coverage spanned from Sky News to national and regional press, with influencers, youth sports advocates, and educators all sharing and amplifying the message.
More importantly, the Foundation saw unprecedented engagement from schools, students, and communities. The work resonated—emotionally and practically—and continues to be used as a catalyst for conversation and 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
This wasn’t just about capturing something. It was about building something. A visual language that says: “We see you. We hear you. You belong here.”
We set out to capture a quiet revolution. Turns out, it wasn’t so quiet after all—and the conversation has only just begun.
Original Music Composition.
A key part of the storytelling was bespoke music, composed specifically to match the emotional arc of the film. Off-the-shelf library tracks couldn’t deliver the dynamic range needed—from anxious anticipation to confident release.
“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
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
Final Words.
Creative Producer and MPC Co-Founder Alex Watson led the campaign from first idea to final cut—shaping the concept, tone, and execution throughout. As both a producer and a father of two young girls, this was a project that resonated deeply on every level. He reflects:
“This was the kind of project we dream about—where purpose meets creativity, and trust unlocks ambition.
From the start, we knew from the start that the girls’ voices had to lead—and that our job was to build a space, visually and emotionally, where they could speak their truth. What came back was more powerful than any script.
Watching the response since launch has been humbling, and we're proud to have helped spark a conversation that’s only just beginning.”
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
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
