ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2023 ADC Awards - Interactive

Add The M

Agency Rethink + YWCA Metro Vancouver

Client YWCA Metro Vancouver

Category

Social Media / Social Media Campaign

Annual ID

ADC102_INT024B

About the Work

The sports world focuses on male athletes as the default and female athletes as secondary. This disparity is part of a systemic problem affecting representation, world records, media coverage, pay equity, and opportunity for female athletes. As sport continues to make female athletes less visible, girls struggle to find role models they can look up to. As an advocate for gender equity, the YWCA leveraged the issue of gender inequity in a culturally powerful space, like sport, to start a conversation that could extend beyond it. Why are men’s sports just called sports - like the NBA - when women’s sports are called women’s sports - like the WNBA? The answer: because men’s sports are the default, leaving women to be considered second…if they’re even included at all. We took the most iconic men's sports league logos and did a simple redesign. We added the M to match the W, which often serves as an asterisk marking women’s sports as separate, different, and less worthy. We recruited key sports figures who were known for being vocal about gender equity, like Christine Sinclair, Blake Murphy, Jennifer Hedger, Tara Slone, and Donnovan Bennett. The campaign was launched on YWCA social channels with OLV, which our supporters shared on their channels to amplify the message. We pitched the story to media outlets to further the conversation. Then we created multiple ways for people to spread the word, from sweaters and stickers to free downloadable “M” badges which allowed everyone to hack sports logos on Instagram. We started a conversation with absolutely no paid media support behind it, achieving an earned media value of over 46,000% above our investment. Add The M made headlines across the globe in over 170 publications, achieving a total overall reach of over 102 million earned impressions at the time of writing.

2023 Awards

Total Points: 9

Credits

Agency

Rethink

Client / Brand

YWCA Metro Vancouver

Music / Sound Production Company

Grayson Music Group

Chief Creative Officer

Aaron Starkman
Mike Dubrick

Creative Director

Joel Holtby
Leia Rogers

Producer

Teresa Bayley

Strategist

Nicole Rajesky

Associate Creative Director

Hayley Hinkley
Jacquelyn Parent
Skye Deluz

Developer

Steve Lam
Brad Stapleton

Account Services

Kat McKeen
Kennedy Crawford
Nicole Kerrigan
Jessie Durand

Brand Narrative Strategist

Sara Lemmermeyer

Chief strategy Officer

Sean McDonald

Client Supervisor

Amy Juschka

Digital Producer

Kyle Hicks

Editorial Lead

Lianne George

PR Coordinator

Kaitlyn Vian

Strategic Communications Lead

Meredith Montgomery

Studio Artist

Todd Bennett

Studio Director

Brad Kumar

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