Australian sportswomen tackle gender equality in VicHealth campaign
Australian sportswomen transform into older versions of themselves and ask questions about the future of women’s sport, in a new equality campaign by health promotion foundation VicHealth.
Created by Cummins&Partners, the #changeourgame campaign aims to encourage Victorians to change their attitudes towards women’s sport by urging them to think about how long equality in sport could take.
The new work sees cricket player Gemma Triscari, basketballer Maddie Garrick and AFL player Darcy Vescio use make-up to transform into their future selves and ask questions such as “I’m not going to be this old before I see women in leadership roles in sport am I?” and “Do we have to wait this long to have the same opportunities as male athletes?”
Doogie Chapman, creative director at Cummins&Partners said it was important to tackle the gender equality issue.
“Equality in sport is like equality in everything – people should be judged solely on their natural ability combined with how hard they’re prepared to work for something,” Chapman said.
“We’re delighted to help VicHealth spread the word on this important topic.”
Jerril Rechter, CEO of VicHealth said the campaign was part of VicHealth’s ongoing gender equality work.
“With more women in sport than ever before, our game is changing, but we have a long way to go before our sportswomen have the same opportunities as men,” she said.
“This campaign is part of VicHealth’s ongoing work in the gender equality space and we hope it will help change attitudes to change our game for the better.”
The campaign will run across PR, digital and social.
To learn more about what's next in women's sport buy tickets to Mumbrella's Sports Marketing Summit and hear about what athletes, codes and advertisers should be looking out for as women's sport continues to grow.
Credits:
- Client: VicHealth
- Creative Agency: Cummins&Partners
- Media: Dentsu Mitchell
- PR: Mango
