Creative agency - APPLE TREE

Stars for equality

NEW THINKING

Equality between men and women is still a pending issue in society, especially in sports and football. This campaign demonstrates how creativity can help break the gender gap.

RESEARCH & INSIGHT

The Olympia Las Rozas Women’s Football Club was founded in 2015 and is Spain’s first all-female football club. The club not only teaches football but also promotes gender equality and respect. On International Women’s Day, the club wanted to raise awareness of the issue of gender inequality in sports and to call for support for projects like theirs to achieve greater equality.

STRATEGY & CREATIVITY

The idea for the campaign was born out of the inequality experienced by women in the world of sport. In the final of the women’s Super Cup, held in Mérida, the players of the finalist teams (FC Barcelona and Real Sociedad) had to collect their medals, unlike the award ceremony for the men’s Super Cup, held a few weeks earlier in Qatar.

PLANNING

Outraged by that incident and refusing to accept that this is the reality of women’s football, CFF Olympia showed the images of the medal presentation to the club’s benjaminas (youngest players). Their reaction was one of disbelief and indignation. In response, the club melted all its medals to create a symbol to pay tribute to all sportswomen. This is how the Stars for Equality were born, stars with a missing point, as a sign that the battle for equality still needs to be won.

The benjaminas sent these stars to the main women’s football teams in Spain, starting a movement of recognition and respect. In addition, Olympia set up a landing page on its website so that anyone could donate their medals virtually.

IMPACT

This original way of paying tribute made headlines in the leading sports media (Marca, Relevo, Mundo Deportivo) and on television (Antena 3, TVE). Six national women’s football teams joined the initiative, wearing their Stars for equality and publicly demanding greater equality in the world of sport from the football clubs.

Campaign views on social networks
Audience reached in the media (PR)
Professional women's football teams joined
B Corp