Optus aims to ‘change the future’ by giving women’s sport visibility in FIFA World Cup campaign

Optus has begun promoting its initiative to give school children access to footage of all FIFA Women’s World Cup matches free of charge.

In a TVC promoting the offering, the telco giant said the initiative will give young females in sport the visibility they need. The TVC follows the story of a young girl who begins to feel invisible after her sporting achievements are overlooked in favour of boys, and who doesn’t see herself reflected in the advertising and the world around her.

The new campaign aims to tackle the attitude that women’s sport is less important by creating more visibility for the global soccer competition.

The campaign was created by Emotive, which devised the campaign from the insight that you cannot be what you cannot see – thereby highlighting the need to give women’s sport a platform for young girls to see.

Simon Joyce, founder and CEO of Emotive, said in a statement: “This film represents a clear expression of what we’re asking Australians to do.

“Whether you are a mother or father, a girl or a boy, we want you to feast your eyes on the FIFA Women’s World Cup 2019 and be inspired by the incredible athletes competing on the world stage.

“For us this is a fantastic opportunity to drive a positive conversation around the imbalance of gender representation in sport. We feel privileged to be a part of it.”

Optus’ head of marketing, Melissa Hopkins, said that the new campaign took an important step in addressing the inequality in women’s sport.

“Optus is really proud to launch this campaign because not only does it highlight the inequality that exists for women in sport, but importantly, we are starting a conversation,” Hopkins said.

“We believe there have been some important steps forward when it comes to women in sport, but as a community we still have a way to go. By sharing our FIFA Women’s World Cup coverage of all 52 games on Optus Sport to Australian school children, we hope to change the perception of women’s sport.”

Hopkins also said that the she was excited by the efforts of Emotive and its media agency UM.

“I am inspired by the collaborative efforts of the team from Emotive, Yes Agency and UM that worked tirelessly together on this campaign. They are true champions of change.”

The TVC will run from the 2 June and will be accompanied by stills and a national radio campaign.

Emotive was also behind Optus’ most recent campaign that took aim at ‘sloppy’ telco choices. Optus’ current creative roster includes Emotive, Big Red, M&C Saatchi-owned Re and internal agency Yes Agency.


Creative Agency: Emotive
Production Company: FINCH
Director: Derin Seale
Producer: Caroline David
Post Production: ARC Edit
Post Production VFX: Blackbird
Music and Sound Post: Nylon Studios
Media agency: UM
Creative production: Yes Agency
Client: Optus Marketing Team


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