Eurobest

stars for equality

CFF OLYMPIA LAS ROZAS, Madrid / CFF OLYMPIA / 2023

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Overview

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Overview

Background

On 15 January 2023, FC Barcelona's men's team won the Spanish Super Cup against Real Madrid. The final was played in Saudi Arabia, and the medal ceremony was an Olympic Games-style celebration, attended by Spanish Football Federation officials.

Just one week later, on 22 January 2023, FC Barcelona's women's team won the same competition against Real Sociedad in Mérida, Spain. But the medal ceremony was very different. No one from the Spanish Football Federation went onto the pitch to present the medals to the players. The Barça and Real Sociedad players had to collect and put on their own medals. This image went around the world, it became a trending topic and headline news.

It was blatantly clear that equality between men and women was and still is an unresolved issue in society and, especially, in football.

Idea

The creative idea for the protest campaign was inspired by a well-known symbol: the STAR that players receive when they win a World Cup, it is the highest honour that any female or male football player can aspire to. The Olympia girls decide to melt down all their medals and turn them into stars, but special stars with one point missing, to symbolise that equality for women's football has not yet been achieved.

Strategy

The Olympia Las Rozas Women's Football Club is the first all-female football club in Spain. The club decided to act in the face of the contempt experienced by the professional female players at the final of the 2023 Spanish Super Cup, when the players had to collect and put on their own medals.

Olympia could not allow this medal presentation to be the "inspiration" and precedent for girls and young women who want to play football.

Olympia's values are equal opportunities, the empowerment of women, and the motivation of girls and young women for sport.

In defense of these values, a protest campaign was born, directed not only to the world of women's football, but also to society as a whole and we decided to launch it on International Women's Day.

Execution

The club showed images of the medal presentation to their youth team who reacted with disbelief and indignation.

The girls decided to melt down their own medals to create a new symbol, a star that would pay tribute to all sportswomen. "Stars for Equality" was born, unique stars, with a missing point, symbolizing the equality missing in sport.

To reach the greatest number of people, the Club created a web page where anyone could pledge virtual medals to create more stars. In addition, the club sent stars to all professional football players, football journalists and the general media. These stars were accompanied by the video of the Spanish Super Cup "no medal award ceremony", which went viral, and a protest note signed by the young players.

Simultaneously the girls’ video went viral on social media encouraging more people to join the movement and pay tribute to Spanish women football players.

Outcome

This original way of paying tribute made headlines in the main sports media (Marca, Relevo, Mundo Deportivo). Six national first division women's football teams joined the initiative, wearing their stars for equality and publicly calling on football clubs for greater equality in the world of sport.

The most impressive thing was that on International Women’s Day, this initiative opened the newscasts of the most important television channels in the country (TVE and Antena3).

Thanks to this media hype, the Royal Spanish Football Federation admitted, for the first time in its history, that the treatment of the female players in the Super Cup final had been inadequate. And few months after these words of apology from the President of the Federation, he himself would have to resign for his unacceptable behaviour and sexual harassment during the celebration of the final of the Women's World Cup in 2023.