There is a latent inequality between female and male athletes. ESPMW decided to bring this debate including athletes in a very visible way: in the courts. We turned different sports courts into gender inequality graphics in sports. Making use of the natural divisions found in each sports court we painted them blue and a small space pink. In the corner of the courts, we placed the message highlighting gender inequality in sports.

Then the “Inequality Courts” were photographed with drones and turned into posters, OOH in strategic spots and print ads in specialized media. Also, during the week that ESPN broadcasted women’s games, the courts received digital interference that also turned them into inequality sports graphics to create awareness.

First, we painted dozens of all kinds of sports courts in different places and cities, turning them into gender inequality graphics in sports. Then we photographed them with drones and used the best pictures in print ads, posters and posts in social networks for the campaign.

At the same time, the courts of the games aired by ESPN also received digital interference that turned them into inequality graphics.

ESPNW SEARCH INCREASED 86%

+ 13MM PEOPLE WERE IMPACTED

94% OF POSITIVE MENTIONS