I know many women in their 40s and older who are dealing with the consequences of a sedentary lifestyle so this PSA concept advocates for exercising, specifically strength training, for women. I wanted to have a visual that would grab the viewers attention so I chose one of the universal signs for “woman,” in bright pink, lifting a barbell over her head. Throughout the campaign I wanted to emphasize the reasons why strength training is important with both facts and visuals in a simple, straightforward way. For the guerrilla marketing, I highlighted some of the things women need the strength to carry on a daily basis.