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The spot rests on an insight that although athletic participation is virtually equal between boy and girls from ages 6-12, by age 14 girls drop out of sport at twice the rate that boys do. 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 participaed in the campaign and changed their Facebook profile pictures.
TV: Title IX “Keep Her in the Game” :45 Title IX “Keep Her in the Game” :30
Agency: Worldwide Creative Director: Lee Clow Group Creative Director: Steve Howard Group Creative Director: Brent Anderson Creative Director/Copywriter: Linda Knight Associate Creative Director/Art Director: Mariota Essery Copywriter: Rebbie Groesbeck Art Director: Jennifer Tranbarger
Executive Producer: Sarah Patterson Producer: Matt Magsaysay Group Planning Director: Scott MacMaster Senior Planner: Marisa Robertson Planner: Rebecca Harris
Worldwide Managing Director: Nick Drake Account Director: Blake Crosbie Management Supervisor: Chris Asahara Account Executive: Bill Herman
Sports Marketing Account Executive: Lexi VonderLieth Assistant Account Executive: Ralph Lee Business Manager: Lisa Lipman
Outside Vendors: Production Company: Furlined Director: Douglas Avery Vice President/EP: Eriks Krumins Executive Producer: David Thorne Producer: Marc Bernardout Director of Photography: Max Goldman
Editorial Company: Rock Paper Scissors Executive Producer: Carol Lynn Weaver Producer: Emily Chingburanakit Editor: Grant Surmi
Telecine: The Mill Colorist – Adam Scott Telecine Producer- LaRue Anderson
Visual FX: A52 Lead Flame: Paul Yacono Producer: Jamie McBriety
Music & Sound Design: Squeak E Clean Producer: Jack Catlin
Final Mix: Play Mixer- John Bolen Producer- Lauren Cascio