| Title | A Bola |
| Agency |
Havas Lisbon
|
| Campaign |
The Day After Women's Day Newspaper
|
| Advertiser |
Raparigas da Bola
|
| Brand |
Raparigas da Bola
|
| Date of First Broadcast/Publication |
2021 / 3
|
| Business Sector | Racial/Ethnic/Minority/Disability Awareness
|
| Tagline | Don't leave female athletes on the sidelines. #WomenAlsoPlay |
| Story | We intentionally missed International Women’s Day, by just one day, to highlight the lack of exposure given to female athletes. Real news pages, of the top 3, tier-one, sports newspapers, were turned into infographics to illustrate the imbalance. |
| Philosophy | Infographic versions of sports newspapers highlighted the imbalance of media exposure, between men and women in sport, just one day after International Women’s Day. |
| Problem | There are 3 important sports newspapers in Portugal. They mainly publish news about male athletes, at least on 364 days of the year. There's only one day that this inequality of exposure is lower: on International Women’s Day. |
| Result | . 14x more audience than the biggest Portugal’s sports newspaper. . More than 150 athletes involved . The topic of the day on 9th March . 1 invite to write about gender equality in one of those newspapers. |
| Media Type |
Print
|
| Executive Creative Director |
Paulo Pinto
|
| Creative Director |
José Vieira
|
| Digital Creative Director |
Margarida Pedreira
|
| Copywriter |
Bernardo Tavares
|
| Art Director |
Alexandre Meneses
|
| Account Director |
Sérgio Resende
|
| Media Director |
Ana Torres
|
