Give female athletes the same recognition as horses, urges Women’s Health ad
The injustice of horses being popular female sporting personalities is the focus of a campaign for Women’s Health magazine created by ad agency The Works.
The ad – fronted by surfer Stephanie Gilmore – is for the PacMags title’s I Support Women In Sport campaign. It focuses on the results of a survey where two horses were included on the list of the top 10 female athletes in the world.
The spot, due to run on Seven, is part of a 10-month joint campaign between the magazine and sponsor Rexona which launched in January.
Women’s Health editor Felicity Harley said: “Firstly, we aim to encourage over 100,000 Australian women who currently do not participate in sport, to pledge their support and become involved in a sporting activity during 2011. Secondly, we will celebrate female athletes from all fields whose achievements are often undervalued or unrecognised.”
Damian Pincus, director of The Works said the insight came from an article sent to the agency by Harley. “Right at the bottom, one of the facts was out of the top 10 female athletes in the world voted by the press, two of them were horses and the moment we read that, we thought, oh my God that’s going to make a brilliant ad,” he said.
Credits:
- Agency: The Works
- Production company: Mosaic Films
- Director: Jason Wingrove
Apart from Gilmour, who is my #1, all my favourite female athletes are horses. Some of my favourite singers are horses too, like Alanis Morissette.
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What a great campaign! I can’t wait to see the ad on TV! I am heading to the I Support Women in Sport website right now!
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Patrick – you are a moron…..
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As a subscriber to this mag, I can definitely say I support the campaign. I think the ad is good too…. Well done all.
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Currently the best female athlete in the world is a horse & that’s no joke – her name is Black Caviar.
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I honestly think a true sports fan, is well aware of how succesful Australian women in sport are, and who they are. It’s only the occasional sports fan who might struggle.
But then I guess that’s the point of this campaign is to expand it to those people as well, who rely on the 3 nanoseconds of sports tacked on at the end of the 6pm news bulletin for there sports knowledge.
And kudos to the agency for resisting the temptation of using Stephanie Rice instead…
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This transcends categories, my favourite actress is a horse and was incredible in Sex in the City.
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Strange Al, my fave actor was a mule called Francis, but he’s male
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Was waiting to see how long it would take for a Sarah Jessica Parker joke to crop up. Excelsior to you, Al.
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Is this campaign targeting the wrong gender?
I have read that 74% of sport watchers are men which makes me think this campaign should be targeting men to support women’s sport?
It seems a bit like Sex and the City having a campaign to increase male viewers?
I would guess the majority of women don’t like/enjoy sport and this campaign may cause some fleeting interest but it certainly wouldn’t work long term (in my opinion).
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I get off on ‘reading’ Womens Health.
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