The video launching the campaign calls out some of the misconceptions surrounding Women’s sport and delivers a call to action that could generate some real magic.
The ‘This Girl Can’ campaign across Britain scored highly with user-generated Content on social media and this promises to be the same. Dublin City Council’s GAGA Campaign was another to hit the mark with amateur video capture. That will come around again in the first week of December.
AIG’s 20×20 Ambassador and Manager to Dublin’s three in a row All-Ireland Winning Ladies Team, Mick Bohan outlined his belief yesterday that women’s sport is just as skilful as men’s yet the audience gap in terms of those watching and attending female sporting events means they are not yet seen.
Bohan’s view on the comparability of skills across male and female sport is backed up by research conducted by RTÉ Audience Insights/TRP which indicated that there was only a 2% differential in the perception of skill levels between male and female sport. 64% of those surveyed in the nationally representative sample said that women’s sport was skilful with 66% of respondents saying the same of men’s sport.
Despite this comparable skillset, RTÉ viewing figures indicate that whilst growing, the viewership of televised female sports events remains between 65% and 89% lower than comparable male events for example, the All Ireland Hurling and Camogie Finals and the FAI Women and Men’s Cup Finals.
20×20, created by Along Came A Spider, set out to address this disparity and after just twelve months is having the desired impact on behaviour. According to the RTÉ/TRP research, 62% of those aware of the 20×20 movement say they are watching more sport on TV, 57% are reading more about women’s sport in the media and 38% are attending more female sports events.
To change a culture you have to change behaviour. This is another strong step in the right direction.