Women make sports headlines on Portgual on International Women’s Day. For the rest of the year, they are barely visible.

Havas Lisbon and NGO, Raparigas da Bola (English translation: Ball Girls), are changing the news by putting women on the front cover of the Portugal’s biggest-selling sports newspaper for an entire week, March 7 to 11. They’re doing so by taking advantage of AR, which will allow everyone that accesses RaparigasNaBola.pt to seeing the news of the day turned into female-athlete only news.

This is the second year in which Havas Lisbon has helped the group to give more visibility to this cause. Last year the partners highlighted the inequality of exposure given by the top 3, tier-one, sports newspapers to female athletes with an action launched one day after International Women’s Day. The initiative, #WomenAlsoPlay, involved reproducing an exact representation of each of the 3 newspapers on 9th march as two-tone infographics: one color for men and one for women, to illustrate just how biased media coverage is towards male athletes.

The last campaign reached 52 times more people than the entire audience of the biggest sports newspaper in the country and was awarded dozens of times at the best advertising festivals around the world.

This year’s activation was developed and implemented by Studio Akt Creative. The AR news is being developed in collaboration with Raparigas da Bola and journalists, Cláudia Martins and Cláudia Torres.

Many athletes have already shared their videos on their social networks:

Credits:

Agency: Havas Worldwide Portugal
Executive Creative Director: Paulo Pinto
Creative Directors: Ana Torres & José Vieira
Senior Copywriter: Bernardo Tavares
Senior Art Director: Sávio Hatherly
Content: Cláudia Lopes, Cláudia Martins
Designer: Tito Gouveia
Account Management: André Palma

Client: Raparigas da Bola
Client Team: Marta Faria

Development: Studio Akt Creative