AAMI Royal Baby
siobhan joffe
Get in the Game
Client
Cadbury
Location
Melbourne
Insight
1 in 2 girls drop out of sport from age 15. How can you be what you can’t see? Only 9% of all sports coverage in Australia focuses on women.
Idea
Cadbury, a brand that is part of the fabric of the nation, asked us; how can we curb the dropout rate and support the next generation of women in sport?
Introducing Get In The Game, an initiative designed to increase the visibility of women in sport, so that every girl can see what they might dream to be.
Execution
To kick off the campaign, we created the Get in The Game Content Series, where we invited girls in grassroots sports to interview their sporting heroes.
Then we invited everyday Australians to join the initiative, to help the girls in their lives to see what they could be.
We transformed our prime real estate, our Cadbury Dairy Milk block, to feature our incredible sports women on the front.
We designed the back of the Cadbury block to look like a ticket, prompting Australians to take their girls to see women in sport live.
