10 Jun Best Campaigns For The 2019 FIFA Women’s World Cup
Change seems to be the theme of the 2019 FIFA Women’s World Cup. The Cup is currently taking place in cities across France, and many major brands are looking to show their support of the competition.
Female athletes have faced sexism for decades. The U.S. women’s national soccer team recently filed a federal lawsuit to fight the gender pay gap. Despite winning more than the U.S. men’s national team, the USWNT’s players have been consistently paid less. When the USWNT won the 2015 FIFA World Cup, players received much lower pay than the male, American players who lost in the round of 16.
Beyond their paychecks, gender discrimination affects where these female athletes play and how often, the way that they train, the coaching and medical treatment they receive, and even their transportation to matches.
These five outstanding campaigns touch on the battles female athletes are fighting on and off the field:
1. Commerzbank – We play for a nation that doesn’t even know our names.
A German bank teamed up with the German women’s national team for a campaign that’s receiving high praise, especially for its push for empowerment and equality. The spot features both the team and its manager addressing the abuse they’ve faced. The powerful line, “We don’t have balls, but we know how to use them” exposes the unjust lack of recognition the team has received. Germany is currently among the favorites to win, and second in FIFA’s rankings.
2. Nike – Don’t change your dream. Change the world.
This is the latest installment in Nike’s Just Do It campaign. It builds off Nike’s ‘Dream Crazier’ campaign, which features Serena Williams narrating exceptional accomplishments of female athletes. Set to Joan Jett & the Blackheart’s “Bad Reputation”, it includes women’s soccer stars from around the globe, like Australia’s Sam Kerr and the Netherlands’ Lieke Martens. It finishes with the catchy tagline, “Don’t change your dream. Change the world.” InterEcho collaborated with Wieden + Kennedy to provide French, Spanish, and Dutch subtitles for this spot.
3. BBC – Change the Game
This spot captures the hunger, passion and drive it takes to be a female athlete. BBC collaborated with London rapper Ms Banks and a team of women to create the “Remember The Name” anthem. The song seeks to inspire the next generation of female soccer players. The trailer features successful female soccer players. The Change the Game campaign, created by BBC’s in-house creative team, jumpstarts a summer when the BBC will show more female sports than ever before.
4. VISA – One Moment Can Change The Game
A proud sponsor of the 2019 FIFA Women’s World Cup, this campaign aims to amplify the meaningful moments that women are creating both on and off the field. VISA wants to reaffirm its commitment to supporting female entrepreneurs, cardholders, small business owners and, of course, athletes. As more and more supporters are attending women’s games, VISA seeks to be a force that drives quality, diversity, inclusion and acceptance in women’s soccer and female empowerment across the globe.
5. Optus – Change the future
This Australian telecommunications company wants to increase visibility of women’s sports through this spot, thereby changing the future for school children. It shows the story of a young girl whose sporting achievements are overlooked in favor of boys’ accomplishments. The girl doesn’t see herself reflected in any of the advertising she sees or the world that she lives in. It ends with the girl watching women play in the world cup on TV, showing how representation can make all the difference.
Optus founder and CEO Simon Joyce said in a statement: “For us this is a fantastic opportunity to drive a positive conversation around the imbalance of gender representation in sport. We feel privileged to be a part of it.” To show their commitment to increasing visibility, Optus is providing complimentary access to the Optus Sport channel to school-aged children so that they can watch the tournament.
No matter which team you’re rooting for, these campaigns gives us a shared vision to cheer for: undoing gender discrimination and encouraging young girls to follow their dreams.