Cannes Lions

1 sport 2 stories - Trainer

BETC, Paris / UNESCO / 2018

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Overview

Description

To give women athletes the media coverage they deserve, we created a global radio campaign available right-free (in French, English and Spanish) for broadcasting stations around the world, aired on World Radio Day. To highlight different aspects of the problem, we created three different spots with the same basic analysis: women and men practice the same sports, train in the same way, and compete in the same type of competitions. However, their experiences are too often radically different, much a result of how they’re perceived in the media. We hacked the stereo sound system to create a radio campaign featuring the voices of a man and a woman telling their versions of a sporting competition. They tell exactly the same story, except for a few key details... In every sentence one word is subtly different and the result is striking.

Execution

The spots were broadcasted on World Radio Day, the 13th of February. All the spots were free to download and free to use, and was sent to all the strongest broadcasting associations around the world such as the European Broadcasting Union(EBU), the African Union of Broadcasters (AUB), The Asia-Pacific Broadcasting Union (ABU), COPEAM, the International Telecommunications Union (ITU), l’Organisation internationale de la francophonie (OIF), Réseau de l'Audiovisuel Public d'Afrique Francophone (RAPAF) Radio France International (RFI), Academia Española de la Radio, Arab States Broadcasting Union (ASBU), Asia-Pacific Broadcasting Union (ABU), Association of European Radios (AER), Caribbean Broadcasting Union (CBU), EGTA, International Association of Broadcasting (IAB), Radio Garden project, World Association of Community Radio Broadcasters (AMARC), Shanghai Media Group (SMG). As a result, the spots were shared with hundreds of radio stations and potentially aired to billions of listeners.

Outcome

Thanks to the partnership with strong broadcasting associations and radio networks, the spots were shared with hundreds of radio stations and potentially aired to billions of listeners that same day.In additions, our initiative was covered by dozens of media all around the world and generated hundreds of retweets in the media community and among the feminist movement (Cindy Gallop).

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