Discount supermarket Lidl Ireland has begun a print campaign to encourage participation and media coverage for women's sport by 2020.
The campaign titled #20x20 aims to encourage a 20% increase in attendance, participation and media coverage of women's sport in the next two years.
The print ad published in The Independent features a dummy page and at the bottom it is mentioned that "This is not a mistake. this page should be filled with the incredible achievements of women in sport. By 2020 it will."
According to Lidl, it has already invested around 3.5m Euros into encouraging sports women.