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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
Innovation & Transformation / Innovation in Print
Annual ID
OS22_PT067M
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.
Raparigas da Bola wanted a campaign to raise awareness about the deep-rooted inequity that exists in sports coverage.
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 futsal team in Europe, and the 2nd best national hockey team in Europe.
And even with so many reasons to be proud of their female athletes, the media doesn’t give them the coverage they deserve, and women continue to face gender inequality on a daily basis. Just recently, a newspaper named the female football player Ana Borges “Man of the Match”. And a few days later the coach of a soccer team said that football belongs to men, in a slight aimed at a female commentator.
"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.
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 futsal team in Europe, and the 2nd best national hockey team in Europe.
And even with so many reasons to be proud of their female athletes, the media doesn’t give them the coverage they deserve, and women continue to face gender inequality on a daily basis. Just recently, a newspaper named the female football player Ana Borges “Man of the Match”. And a few days later the coach of a soccer team said that football belongs to men, in a slight aimed at a female commentator.
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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