ABOUT

OPPORTUNITY:
Unilever beauty brand Lux presented us with a powerful challenge - to express their brand purpose of saying no to everyday sexism and to address the persistent instances where society perpetuates it. We aimed to create a compelling initiative that would draw attention to the sexist portrayal of women in sports by the media. One prominent example of this issue was observed during the broadcast of the 2020 Summer Olympics, where a staggering 2,500 images objectifying women were reported. Disturbingly, according to the BBC Elite British Sportswomen's survey (2020), 65% of respondents experienced sexism, with only 10% reporting it, indicating a worsening trend compared to 2015 when 41% suffered sexism, with 7% reporting it.
Our focus for this event was to shed light on sexism in sports and challenge the media to change their approach to female sports coverage.
INSPIRATION:
This is where #ChangeTheAngle was conceived - a project aimed at raising awareness of how the media, particularly sports broadcast cameras, often use invasive angles and excessive zoom-ins that objectify women's bodies. These shots deliberately target intimate parts, such as breasts, buttocks, thighs, and even crotches. To maximize the impact, we sought a sport where this objectification is most overtly displayed. Women's beach volleyball emerged as a sport traditionally associated with the overt sexualisation of female athletes, often perpetuated through a lens that reinforces sexist notions.
Critical to the success of our campaign was a collaboration with SABC (South African Broadcast Corporation), the largest broadcaster in the country, as well as the South African Volleyball Association. Who acknowledged the perpetuation of sexist notions and perceptions in the coverage of female athletes in beach volleyball events.
EXECUTION:
In collaboration with SABC and the South African Volleyball Association, we organised 'The Durban Open Women's Beach Volleyball' - a women's sporting event created from scratch. The event was broadcasted on SABC and various streaming platforms. To challenge the prevailing narrative, we strategically replaced sponsor logos with QR codes on the athletes' attire and bodies, specifically on areas typically targeted by cameras for close-ups. During the broadcast, we took control of a camera, zooming in on the QR codes and the body parts that are commonly emphasized when filming female athletes. Viewers were encouraged to scan the QR codes, leading them to a pre-produced educational film by Lux titled "I am greater than the sum of my body parts." This film not only raised awareness about everyday sexism but also provided guidelines on how to film and broadcast female athletes in a respectful and non-invasive manner. Additionally, we collaborated with influential social media personalities to promote the event and engage a wider audience.
GROWTH:
The impact of our initiative was astounding, garnering 4.7 billion impressions and R10 million generated in earned media in a two-week period. More than 370 publishers worldwide, picked up the story and it attracted 1.54 million views on 3rd party platforms, resulting in widespread international recognition for the #ChangeTheAngle campaign including the BBC, who praised Lux for their bravery and innovation. Most significantly, over 40 journalists and members of the broadcasting community pledged to adopt the suggested changes and implement policy revisions. One major broadcaster even signed on to the new guidelines for showcasing women in sports. Encouraged by the positive support from the public, Lux has already provided us with a brief for the next stage of this initiative, demonstrating their commitment to effecting lasting change.
Through the #ChangeTheAngle campaign, Lux successfully ignited a global conversation and inspired a shift in the way female athletes are portrayed and celebrated in sports broadcasting. We believe our efforts align perfectly with the Social Good category, as we have actively contributed to bringing about social change and addressing issues related to gender equality and the elimination of everyday sexism.