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The Day-After-Women's-Day Newspapers
Agency Havas Worldwide Portugal / Lisbon + Estúdio Casa da Árvore / São Paulo + Fast Forward / Lisbon + Garage Films / Lisbon
Category
Data Visualization / Static
Annual ID
OS22_CU014M
About the Work
BRIEFING:
"Raparigas da Bola" (English translation: Ball Girls) is an advocacy group that fights to give more visibility to women in sports. They wanted a campaign to raise awareness about the deep-rooted inequity that exists in sports coverage.
INSIGHT:
A newspaper is made up of photos, articles, opinions, graphics, analysis, data, and other types of information, but in order to highlight the deep-rooted gender inequity that exists in sports coverage, we decided to use the only piece of data that really counts: the athletes’ gender.
The idea was based on using this data to distinctly illustrate the disproportionate exposure given to male athletes over their female counterparts by the 3 most important sports newspapers over the 365 days of the year, not counting International Women’s Day.
THE IMPORTANCE OF THE PLACEMENT:
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). 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. From just 30 copies of the newspapers, we were able to reach an audience 52x larger than Portugal’s biggest sports newspaper.
CULTURAL BACKGROUND:
Portugal is a small country with just 10 million inhabitants, and a country that lives by old values. Only ⅓ of Portugal’s professional athletes are women. Despite that, in the last European athletics championships, Portugal achieved its best result ever, winning 3 gold medals, ⅔ of which were won by female athletes. Portugal also has the world’s best female futsal goalkeeper, the 2nd best female futsal team in Europe, and the 2nd best female national hockey team in Europe, but almost 0 media exposure to female athletes.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Havas Worldwide Portugal / Lisbon
Client
Marta Faria
Production Company
Garage Films / Lisbon
Music / Sound Production Company
Estúdio Casa da Árvore / São Paulo
Post Production Company
Fast Forward / Lisbon
Art Director
Alexandre Meneses
Copywriter
Bernardo Tavares
Creative Director
Ana Torres
José Vieira
Director
David Infante
Executive Creative Director
Paulo Pinto
Executive Producer
Miguel Varela
Producer
Beatriz Pereira
Sound Designer
Pedro Penna
Pedro Turcão
Account Director
Sérgio Resende
Motion Graphics
José Pedro
Project Manager
Claudia Costa
Art Finalist
Nuno Nascimento
Graphic Production Manager
António Fernandes
Production Director
Pedro Silva
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