The One Show
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Category
Non-Profit - Branded Social Post / Branded Social Post
Annual ID
SM16014B
About the Work
Something's wrong with media coverage of female athletes. Sexist commentary, inappropriate interview questions, and articles commenting on physical appearance not only trivializes a woman’s accomplishments, but also sends a message that a woman’s value is based on her looks, not her athletic ability. And it’s much too commonplace. So to highlight this discrepancy between male and female athletes we showed people what it would be like if the media asked men these same absurd questions. After showing how ridiculous this would be, people were encouraged to tweet directly at their local sports networks to demand better using #CoverTheAthlete which sparked a global debate around sexist sports coverage. Within 24hrs of launch, #CoverTheAthlete was the most controversial video on reddit.
2016 Awards
Total Points: 10
Bronze Pencil
Credits
Production Company
john st. / Toronto
Relish Editorial / Toronto
Tendril / Toronto
Grayson Matthews / Toronto
Art Director
Hannah Smit
Creative Director
Niall Kelly
Editor
Chris Murphy
Executive Creative Director
Angus Tucker
Stephen Jurisic
Programmer
Joshua Richards
Writer
Jessica Schnurr
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