CLIENT: UNESCO
CLIENT MANAGEMENT: Mirta Lourenco, Belinda Gurd, Tim Francis
AGENCY: BETC
AGENCY MANAGEMENT: Solène Lecomte, Emmanuel Munk
CREATIVE DIRECTOR: David Martin Angelus
ART DIRECTOR: Romain Ducos
AD ASSISTANTS: Olga Alonso & Joaquim Aubele
COPYWRITER: Chrystel Jung
TRAFFIC: Kemi Zinsou
SOUND PRODUCTION: La-Bo
Published: February 2018
Synopsis:
As millions around the world tune into the Pyeongchang 2018 Olympic and Paralympic Games, World Radio Day (WRD), celebrated on 13 February 2018, is dedicated to the theme of “Radio and Sports”. On this occasion, the Director-General of UNESCO, Audrey Azoulay, calls on media to provide more equal coverage of women athletes. “The fight for equality between women and men is central to our work,” said UNESCO Director-General Audrey Azoulay. “Only 4% of sports media content is dedicated to women’s sport. Only 12% of sports news is presented by women.” UNESCO also deplores the stereotypical comments that circulate in the media, often focusing on physical appearance of athletes or their family status, or even crediting their achievements to their male coaches and trainers.
On this Day, UNESCO is launching an awareness-raising campaign by making available a series of engaging spots for radio stations around the world, denouncing the differences in media coverage between women and men athletes. Inspired by a variety of real life sporting moments, and produced by creative agency BETC, the spots draw attention to the widespread stereotypes, as well as the lack of credit and recognition to which many women athletes are subject.