| Title | #SHOWUSEQUAL |
| Brand | DEUTSCHER OLYMPISCHER SPORTBUND E.V. |
| Product/Service | DOSB |
| Category |
C04. Co-creation & User Generated Content |
|
Entrant
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Idea Creation
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Production
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
|
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Production 2
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RTS SCHOLZ Bremen, GERMANY
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Production 3
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KOLLE REBBE, PART OF ACCENTURE INTERACTIVE Hamburg, GERMANY
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Additional Company
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GERMAN OLYMPIC SPORTS CONFEDERATION Frankfurt/Main, GERMANY
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Credits
| Florian Frank |
German Olympic Sports Confederation |
Head of Marketing |
| Jens Behler |
German Olympic Sports Confederation |
Head of Digital Communications |
| Stefan Wübbe |
Kolle Rebbe GmbH |
Executive Creative Director |
| Christoph Bielefeldt |
Kolle Rebbe GmbH |
Group Creative Lead |
| Marco Obermann |
Kolle Rebbe GmbH |
Group Creative Lead |
| Jan Vierig |
Kolle Rebbe GmbH |
Account Supervisor |
| André Tiedemann |
Kolle Rebbe GmbH |
Account Manager |
| Jenne Genser |
Kolle Rebbe GmbH |
Art Director |
| Marcus Gackstetter |
Kolle Rebbe GmbH |
Art Director |
| Natasha Pramanik |
Kolle Rebbe GmbH |
Art Director |
| Fabian Rößler |
Kolle Rebbe GmbH |
Copywriter |
| Tim Bolte |
Kolle Rebbe GmbH |
Copywriter |
| Erik Baeßmann |
Kolle Rebbe GmbH |
Copywriter |
| Jule Fuhrmann |
Kolle Rebbe GmbH |
Copywriter |
| Lore Glander |
Kolle Rebbe Studios |
Production Manager |
| Martin Lühe |
Kolle Rebbe Studios |
Production Manager |
| Ralf Seelig |
Kolle Rebbe Studios |
Final Artwork |
| Marco Cordes |
RTS SCHOLZ GMBH |
Production / Account Manager |
| Tobias Schlieperskötter |
Kolle Rebbe Studios |
Photo Post Production, Photographer |
| Jan-Ole Brendel |
Kolle Rebbe Studios |
Agency Producer |
| Alexander Seipel |
Kolle Rebbe Studios |
Editor |
| Klaas Nocken |
Kolle Rebbe Studios |
Sounddesigner |
| Ella Schreiber |
Freelance |
Speaker |
| Daniel Guiu |
/ |
Copywriter |
| Cristina de Blas |
/ |
Art Director |
| Andy Cruz |
/ |
Art Director |
Why is this work relevant for Direct?
One of the tasks of the German Olympic Sports Confederation (DOSB) is to establish communication between the Olympic athletes and the public, media, and fans.
#ShowUsEqual involved all these groups and sparked a conversation between them.
It was a campaign that was turned into a social movement by countless people sharing the hashtag and pulling their socks as a symbol for the inequality in sports media coverage.
Background
Tokyo 2020 was a premiere in Olympic history. For the first time, as many female as male athletes were chasing the medals. Sounds like women in sports finally get the attention they deserve. Quite the opposite. Besides during the Olympic Games, the inequality in German sports media reporting is still tremendous. While male athletes get 90% of the coverage, women get only 10%! This comes with far-reaching consequences: less attention means less revenue from sponsors and less idols for girls in youth sports – and it even gives a distorted image of women in our society.
Team Germany and the DOSB were determined to make a statement against this inequality and tasked us to come up with an idea to involve the community and spark a conversation.
Describe the creative idea (30% of vote)
90% of sports media coverage is for male athletes, only 10% is for females – what a sad statistic.
Sad, but still a statistic – abstract numbers in a dry bar chart.
So, to really grab the attention of the community, we turned those figures into a more striking and engaging visualization: two socks being worn at uneven heights, which represents the statistic in a distinctive and sports-related way. It is a symbol for inequality combined with an engaging hashtag to start our movement: #ShowUsEqual.
Describe the strategy (20% of vote)
In order to give our initiative the biggest platform, we published it shortly before the Olympic Games in Tokyo – a time when media coverage was at its peak.
To spark the conversation, we teamed up with German sports stars and influencers. With their publicity, we could activate our main target group to join our movement: all those hardworking female athletes around the country who aren’t in the spotlight yet – those who can authentically claim: #ShowUsEqual.
Describe the execution (20% of vote)
The campaign kicked off with an open letter to the German media outlets we claimed had equal sports reporting for female athletes. Then, to engage the athletes, influencers, and fans, we sent out our socks in a specially designed #ShowUsEqual packaging so that they could make a statement on their social media channels and ask the community to join. Athletes from all sports participated, leading social scientists supported our call, and the community created tons of user-generated content with our socks to stand up for equality.
List the results (30% of vote)
The outcome? Well, it knocked our socks off!
#ShowUsEqual was one of the most talked-about sports topics in Germany.
Sports-savvy influencers and athletes from a wide range of disciplines – from gold-medal winners to amateur athletes – supported the campaign.
With a budget of 4,000 euros, we achieved 2.8 million impressions on Instagram and around 25 times more comments on the DOSB Instagram channel than the previous average.