Tears and fears used to show power of skydiving in Skydive Australia promotion

Skydive Australia has launched its new online promotional campaign, showcasing the positive effects tandem skydiving can have on people suffering from anxiety, self doubt and stress.

Titled ‘Elevate your Courage’, the campaign features women sharing their fears in life before partaking and a tandem jump.

The campaign was devised by Skydive Australia and principle at Gray Matter Creative Agency, Stephen Gray.

In creating the campaign, Gray spoke to psychologist Meredith Fuller about people facing their fears and doing something out of their comfort zone.

Fuller commented: “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. That sense of camaraderie is key to overcoming your fears.”

The campaign seeks to show the camaraderie of skydiving helps people overcome their fears

Gray also referenced a Source Pollinate Research study that found one in five Australians are anxious or stressed, and it is particularly prevalent in people under 35.

Skydive Australia GM of marketing, Andrew Denman, said the campaign showed that skydiving is 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.

“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.”

The campaign will be run over Skydive Australia’s social channels, website and YouTube.


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