COVER THE ATHLETE, NOT HER APPEARANCE

 

This campaign was created the day after Eugenie Bouchard was asked to ‘twirl’ by a male on-court presenter after she had completely dominated her opponent 6-0 and 6-3 in just 54 minutes.  ‘A twirl, like a pirouette, here you go’ the white-haired man coaxed her, when Eugenie’s jaw dropped open at his request.

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Hours later, this video hit the net, to address the sexist media coverage female athletes often receive. Our video had over 1.5 million organic views within 5 days of being posted, and the campaign was covered by major media networks worldwide. 

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On the website visitors could browse through the instances of crap media coverage and then tweet directly at news outlets, asking them to do better.