In Australia, and many countries around the world, 1 in 2 girls drop out of sport by age 15. So we channeled the kind of visibility usually reserved for (often male) sporting icons, and created a campaign to help girls feel seen and celebrated as athletes, and inspire them to keep playing.
We developed an AI platform that lets supporters create unique, epic sports posters starring the young female athletes in their lives. People can order prints, and submit their posters to be displayed at stadiums around the country during big sporting matches.
Try it out here.
Over 7000 posters were created in the first month. We had to have the servers upgraded due to unprecedented traffic.
We shot one TVC to launch the poster tool, and another TVC supporting Australia’s national football team, the Matildas, as they began their FIFA 2023 Women's World Cup journey.
Both the Matildas and the Irish national football team activated the campaign at their World Cup openers this year, letting girls star in posters with their favourite players.