On the 58th anniversary of its first issue, Sports Illustrated Swimsuit made a bold commitment to driving change. Through Pay With Change, they introduced a revolutionary media-buying mandate: only brands actively advancing gender equality could advertise in the annual print issue and across SI Swimsuit’s digital platforms.

As an analog publication with lingering outdated perceptions, SI Swimsuit sought to reimagine its legacy and build a community grounded in equity and progress. They needed a brand act that wouldn’t just tell their story—it would redefine it, creating a lasting impact for women everywhere.

We partnered with SI Swimsuit to bring Pay With Change to life through a comprehensive, multi-channel communications strategy. Anchored by an anthem video, the campaign featured a channel takeover, print and OOH executions, social media amplification, and endorsements from past SI cover stars like Chrissy Teigen. This bold initiative turned SI Swimsuit into a platform for progress, making every ad placement a statement in the fight for gender equality.

This wasn’t just an evolution—it was a revolution, proving that true change doesn’t just sell—it inspires.