Women's sport gets 5% of media coverage, so we gave the campaign 5% of the frame.
The wellness company.
Technogym talks about wellness through sport. It's an official partner of many sporting events and equips the training centres of big international teams, so it has every right to speak about sport. It just has to say something worth hearing.
“5%: the media coverage women's sport got in 2023.”
Source: IACS, International Association for Communication and Sport.
A number this strong just needs to be seen.
We didn't need to build an argument or write a manifesto. The number does the work, as long as people see it instead of reading it.
Five parts out of a hundred.
We split the frame into 100 parts and showed four performances by female brand ambassadors in just 5 of them. The question to the viewer was simple: do you know what you're missing out on?
The campaign ran in two phases. The teaser showed the data as it is, and the reveal gave the whole frame back to the athlete. Both ran everywhere: the hero video the day before International Women's Day, the reveal on 8 March, installations in the stores and a placement in Gazzetta dello Sport.
Results
“Technogym launches a campaign to raise awareness on the visibility female athletes receive.”
- Based in
- Milan, Italy
- Currently
- Senior Art Director at INDACO
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