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Skydive Australia launches “Elevate Your Courage” experimental campaign featuring women sharing their life fears

April 9, 2019 Business News No Comments Email Email

Skydive Australia has today announced the launch of a new and unique promotional campaign showcasing the positive effect tandem skydiving can have on the ‘worried-well’, an anxiety that everyday people experience in day-to-day living.

The campaign features ten real women who were selected to share their fears on camera unscripted and then asked to ‘Elevate their Courage’ by participating in a tandem skydive. With varying emotions – from reluctance to excitement – all women agreed to face the thrill of jumping out of a perfectly good plane!

The emotional video captures women revealing their fears ranging from a lack of control in life to not living life to the fullest.

I have a massive fear of not being in control,” says Samanmali, a young lady in her early twenties who has recently moved to Australia.

“I was afraid of living really,” says Jackie, a 40-year-old woman who is looking to make significant life changes in the near future but is afraid.

After completing the skydive, the women were overwhelmed with feelings of empowerment.

“I felt no control whatsoever [during the skydive]’ says Samanmali after landing on the beach following her skydive. ‘Can we go up again?’ she asked with a smile.

Jackie said after her skydive, ‘she felt like she could achieve anything’.

The campaign is the brainchild of the Skydive Australia marketing team and principal of Gray Matter Creative Agency, Stephen Gray. The idea was born after Mr Gray tandem skydived of his own accord, where he faced his fears and experienced a level of euphoria that made him realise the accomplishment truly elevated his own courage.

Mr Gray explains that nearly 1 in 5 Australians are classified as anxious and stressed, particularly the under 35s, based on research by Source Pollinate Research. Young people in Australia cite many concerns including health, time, work and reaching their potential. Statistics provided by Source Pollinate Research include:

●      1 in 4 Australians indicate loneliness is a regular part of their lives

●      4.3 million people say it is difficult to switch off from work, up from 3.8 million in 2010

●      47% of Australians feel that society is broken

Mr Gray also spoke with psychologist Meredith Fuller about how people can face their fears and challenge themselves by doing something out of their comfort zone.

Ms Fuller said people needed to do something new that was scary, but also fun.

“It’s basically about facing a fear. Your challenge might be to go to a party on your own or jump out of a plane! Get it done and you’ll feel a great sense of achievement,” she added.

Ms Fuller said people should do challenges as part of a group to raise the odds for successful behaviour.

“That sense of camaraderie is key to overcoming your fears,” she said.

Skydive Australia GM of Marketing, Andrew Denman said the campaign was aimed at showcasing skydiving to a broader audience and showing it’s not just for travellers and adrenaline junkies.

“Our tandem skydive instructors see women ‘Elevate their Courage’ every day and today, more women than men skydive with Skydive Australia,” said Mr Denman.

“What we filmed were genuine ‘real’ reactions. They were genuinely lost for words at the experience.

“So, we went in search of how we could harness this experience in a more socially beneficial way and show what a life-changing experience this really is,” he added.

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