Optus is highlighting the disparity between men’s and women’s sports in a bid to promote greater visibility for women in an empowering new campaign.
The campaign launches as part of the telecommunications company’s Fifa Women’s World Cup initiative to provide school-aged children with free access to Optus coverage of all 52 games from the tournament.
The campaign was built from the insight, you cannot be what you cannot see and aims to reframe how women are perceived in sport and promote greater visibility for women players and teams.
Melissa Hopkins, head of marketing, Optus, said the company hopes to “change the perception of 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. 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.”
The campaign was created by Emotive, Yes Agency and UM, with director Derin Seale and producer Caroline David of The FINCH Company. It will run nationally across TV, radio and print.
It comes as women's sports in Australia achieve record highs in viewers, attendance and sponsors.