Natasha Pramanik
Hamburg, Germany
Title#ShowUsEqual (Film)
Brief90% of sports media coverage is for male athletes, only 10% is for females – what a sad statistic. Sad, but still a statistic – abstract numbers in a dry bar chart. So, to really grab the attention of the community and the ones responsible for the unequal representation – the media – we turned those figures into a more striking and engaging visualization: two socks being worn at uneven heights, which represents the statistic in a distinctive and sports-related way. The sports socks, in two different colors, represent the unequal bars in a chart and can be turned into a symbol of inequality by everyone. We started a movement with this easy gesture, supported by an engaging hashtag: #ShowUsEqual.And the outcome knocked our socks off! With 4.000€ budget we generated 2.8 million impressions on Instagram and around 25 times more comments on the DOSB Instagram channel than the previous average.
Agency
Campaign #SHOWUSEQUAL
Advertiser Deutscher Olympischer SportBund
Brand DOSB

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PostedNovember 2022
Business SectorSubscribers Only
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Media Type Digital
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