Cannes Lions

The Day-After-Women's-Day Newspapers

HAVAS, Lisboa / RAPARIGAS DA BOLA / 2021

Presentation Image
Case Film
Supporting Content

Overview

Entries

Credits

Overview

Background

´Raparigas da Bola` (English translation: Ball Girls) is an advocacy group that fights to give more visibility to women in sports.

Raparigas da Bola wanted a campaign to raise awareness about the deep-rooted inequity that exists in sports coverage.

With zero budget to work with, we printed off a humble 30 copies of the newspapers, counting on the striking power of reproducing an exact representation of each of the 3 newspapers as two-tone infographics to capture the audience’s attention.

Idea

With the media spotlight on women on 8th march (International Women’s Day), then what better day than the 9th march to draw attention to the deep-rooted inequity that exists in sports coverage, everyday.

With that in mind, we turned the news of 9th, published in the Portugal's top 3 sports newspapers, into 3 infographic publications, highlighting the imbalance of media exposure between men and women in sport.

The news of the day became a tool with which to fight for fairer visibility for female athletes.

Strategy

Even having talented athletes that already won medals, the newspapers still don’t give the right importance to those female athletes and many others.

If the athletes performances aren’t making the newspapers cover female athletes, we tried a different approach: to highlight the gender inequality in media coverage, with simple infographics, everyone would understand.

With zero budget to work with, we printed off a humble 30 copies of the newspapers, counting on the striking power of reproducing an exact representation of each of the 3 newspapers as two-tone infographics to capture the audience’s attention.

The simplicity of color-coding every column inch based on gender was the strategy we used to highlight gender inequality in media coverage, and by doing so we turned those infographics into a tool with which people could fight for fairer visibility for women in sports, just by sharing the campaign and joining the movement #WomenAlsoPlay (#ElasTambémJogam) movement.

Execution

In the early hours of the 9th March we digitized Portugal’s top 3 sports newspapers, replacing text and photos with two-tone block colours, illustrating the imbalance of coverage between male and female athletes. With a color assigned to each gender, the final infographics visually summed up the blatant bias given to male athletes, and in stark contrast to women’s coverage, with only a few squares sparsely dotted about the publications.

In order to get traction on social media, we partnered with 50 athletes who helped to amplify the campaign with their teammates and colleagues, spreading the campaign on social media with the hashtag #ElasTambémJogam (#WomenAlsoPlay).

From just 30 copies of the newspapers, we were able to reach an audience 52x larger than Portugal’s biggest sports newspaper.

Outcome

With zero investment, including in media, but with a powerful execution, the campaign was able to:

. reach 52x more people than Portugal’s biggest sports newspaper;

. secure participation from more than 150 athletes to help spread the campaign;

. impact more than 32 countries;

. get traction on major news platforms around the globe;

. become the topic of the day on 9th March

. put pressure on sports newspapers to increase coverage of female athletes, reaching around a 100% increase in said coverage just one week after the campaign was run.

As a direct result of the campaign, one of the members of Raparigas da Bola was invited to write about gender equality in Portugal’s biggest sports newspaper.

Similar Campaigns

4 items

2 Cannes Lions Awards
The Day-After-Women's-Day Newspapers

HAVAS, Lisboa

The Day-After-Women's-Day Newspapers

2022, RAPARIGAS DA BOLA

(opens in a new tab)