Advertising

Optus champions women's sport with empowering campaign for Fifa Women's World Cup

Author

By Danielle Long | Asia Pacific Correspondent

June 3, 2019 | 3 min read

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.

Optus Women's World Cup

Optus launches empowering campaign around Women's World Cup

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.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

It comes as women's sports in Australia achieve record highs in viewers, attendance and sponsors.

Optus Women's World Cup

Optus: Change the future they see by Emotive

By Optus

Overall Rating 4/5

Vote now
Advertising

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +