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New Blood Entry — The Headlines They Deserve

Award: Graphite Pencil

adidas / 2019

Young people need role models; they are a vital part of inspiring success. However, there aren’t enough role models in women’s sports. Not because they don’t exist, but because they’ve been neglected by the media. With hundreds of newsworthy stories from sportswomen failing to make the headlines, how are young girls going to get the motivation they need to participate in sports? Adidas will stand against media gender bias by using London buses to share the unheard stories from the previous year.

This idea was a creative response to a hypothetical brief set by adidas as part of the New Blood Awards programme.

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