The brief was to create an inspirational integrated campaign that increases women’s participation in sports and has the Turkish women’s volleyball team at its core. The primary goal of the campaign was to inspire girls to take part in sports but also in leadership in other aspects of life. The secondary goal was to raise awareness about gender equality and end gender discrimination.

Upon studying the barriers to women’s participation in sports we quickly found out that in order to get more girls into sports we need to solve the gender discrimination issue first. Studies reveal that one significant barrier limiting women’s participation in sports is media misrepresentation. When covering female athletes, the media often reduces their roles to wives and mothers ­–even sex objects.

To tackle this issue our creative idea is that TVF introduces a new penalty card. The Empowered Card can be issued by any female athlete to any sports reporter posing inappropriate questions during an interview.

Launching this initiative during the Paris 2024 Olympic Games presents a strategic opportunity for widespread media coverage, reaching traditional and social media platforms. Collaborating with respected female athletes enhances our visibility, capturing the attention of our target audience—young girls who already admire these role models.

Crucially, portraying role models as empowered athletes is essential for inspiring young girls. Empowering female athletes to challenge the status quo disrupts gender-biased sports coverage, demonstrating to girls their capacity to instigate real change. By reshaping the narrative, TVF aims to motivate more girls to participate in sports, fostering a future where their strength and potential are fully realized.