TBWA\Chiat\Day LA and Gatorade Celebrate Title IX


In honor of the 40th anniversary of Title 9, TBWA/ChiatDay Los Angeles and Gatorade launched the Keep Her In The Game campaign in conjunction with the Women's Sports Foundation. The spot rests on the insight that while boys and girls are equally represented in sports between the ages of 6-12, by the time a girl turns 14 they'll be dropping out of their sports at twice the rate boys do.

Love the changing of their social media avatar images, nothing is quite as dorky cute as kids in sports uniforms, and seeing that these great athletes were once n00bs too may indeed inspire some young ladies to not give up their sport.

Societal pressures and misconceptions on what makes a woman "beautiful" is a chief culprit.
A big part of the campaign was the social media component. Over the weekend, thousands of women changed their social media profile pics to photos of them as a 14 year old athlete... with the line "IF I WALKED AWAY THEN, I WOULD'NT BE HERE NOW."
Profesional female athletes like Billy Jean King, Serena Williams, Hope Solo and Abby Wambach all participated in the campaign and changed their Facebook profile pictures.

If I walked away then

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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