Women In Power - City of Toronto

An OOH campaign for the Government of Ontario and the City of Toronto to encourage women to join physically taxing, male dominated jobs, specifically firefighter, police officer and paramedic. Each of these jobs requires you to pass a fitness test. The campaign would challenge women to preform an athletic challenge that is needed to pass one of these fitness tests. This would be done by placing machines downtown with signage challenging women to use them. 

For example, a paramedic needs to be able to exert 31 kg of pressure with each hand. A hand dynamometer would be set up in downtown location and if someone was able to use the machine successfully a message would pop-up saying "consider being a paramedic".