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.


  • Agency: The Works
  • Production company: Mosaic Films
  • Director: Jason Wingrove

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