Sonica Katoch

In honour of International Women’s Day, we launched a social campaign with Canada Basketball to help spark change and bring awareness to women athletes in basketball and beyond. The Senior Women’s National Team, influencers, allies, media personalities and other women athletes wrote Mad Love letters to their younger selves to de-stigmatize the perception of women in sports.

The design challenge was making something that felt personal at scale — each letter needed its own visual presence, while the overall campaign needed to read as a unified movement.

In just 14 days the campaign generated 10.2 million impressions, with a 26% interaction rate on athlete posts and love letters alone reaching 3.3 million followers. For a campaign built around handwritten letters and human vulnerability, the reach was anything but small.