20×20 is a new campaign aimed at creating a measurable cultural shift in the presentation and perception of Women’s sport in Ireland.
The campaign launches this morning at the Google Foundry in Dublin and is an initiative driven by the Federation of Irish Sport and originated and developed by the creative agency Along Came A Spider.
Sport for Business works closely with both organisations and has been involved in the development of the campaign throughout the past few months. It is a broad-based approach with three key metrics in mind to boost media coverage, attendance at key events and participation each by 20 per cent between now and 2020.
The campaign will be championed by Ireland’s National Governing Bodies of Sport and Local Sports Partnerships, and is being backed by AIG, Investec, KPMG, Lidl and Three all of whom are already significant and committed supporters of women’s sport through their sponsorships of Dublin GAA, Women’s Professional Golf, the Ladies Gaelic Football Association, National Football League and the Ireland Senior Women’s National Football Team.
Clubs, universities, schools, leisure centres, community groups and the general public are being asked to pledge one action to show their support by doing anything that can accelerate progress for women’s sport in Ireland and realise the key objectives.
International strategies and research reports, which aim to improve female participation, acknowledge that the shortage of female role models is a significant factor.
20×20 will showcase the range and breadth of Irish females involved in sport. As part of this Along Came A Spider are creating five short films on different themes that impact on women in sport.
The first of these will be available to view on www.20×20.ie as well as on the campaign’s social channels later this morning.
Sport for Business will carry a full report on the morning activities and the research from 10 AM this morning.
