Creative agency Cummins&Partners and health promotion foundation VicHealth have launched a new integrated campaign to encourage Victorians to support gender equality in sport.
Fronted by athletes Gemma Triscari (cricket), Maddie Garrick (basketball) and Darcy Vescio (AFL), the campaign seeks to change the attitudes of Victorians and help #changeourgame.
To dramatise how long equality in sport might take, Cummins&Partners worked closely with the three athletes as they transformed to a future-self and asked: how long do we have to wait for women to have the same sporting opportunities as men?
Doogie Chapman, creative director at Cummins&Partners, said: “It’s not every day that you get the chance to tackle an issue like this. Equality in sport is like equality in everything – people should be judged solely on their natural ability combined with how hard they’re prepared to work for something. We’re delighted to help VicHealth spread the word on this important topic.”
Jerril Rechter, CEO of VicHealth, said: “With more women in sport than ever before, our game is changing, but we have a long way to go before our sportswomen have the same opportunities as men. This campaign is part of VicHealth’s ongoing work in the gender equality space, and we hope it will help change attitudes to change our game for the better.
The campaign, which includes print, PR, digital and social executions, follows Cummins&Partners appointment to the VicHealth project earlier this year.
Creative agency: Cummins&Partners
Media: Dentsu Mitchell