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New Blood Entry — Level The Playing Field

Award: Yellow Pencil

adidas / 2019

In the UK, a mere 7% of sports media coverage is women’s sport.

How can we expect young girls to keep on playing sports when they hardly see any female athletes in the media? In 2017, a men’s rugby union league match reached a record-breaking 875 000 live viewers in the UK.

By letting people donate their Instagram profiles to being an adidas micro-broadcaster, and thus creating their own crowdsourced media network with millions of potential viewers, adidas will make a women’s match the most viewed rugby union league match in British history, beating the men’s record.

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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