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UNESCO Calls for Fairer Media Coverage of Sportswomen



As millions around the world tune into the Pyeongchang 2018 Olympic and Paralympic Games, World Radio Day (WRD), celebrated on 13 February 2018, is dedicated to the theme of “Radio and Sports”. On this occasion, the Director-General of UNESCO, Audrey Azoulay, calls on media to provide more equal coverage of women athletes.

“The fight for equality between women and men is central to our work,” said UNESCO Director-General Audrey Azoulay. “Only 4% of sports media content is dedicated to women’s sport. Only 12% of sports news is presented by women.”

UNESCO also deplores the stereotypical comments that circulate in the media, often focusing on physical appearance of athletes or their family status, or even crediting their achievements to their male coaches and trainers.



On this Day, UNESCO is launching an awareness-raising campaign by making available a series of engaging spots for radio stations around the world, denouncing the differences in media coverage between women and men athletes. Inspired by a variety of real life sporting moments, and produced by creative agency BETC, the spots draw attention to the widespread stereotypes, as well as the lack of credit and recognition to which many women athletes are subject.

UNESCO has also collected interviews of sporting legends and influential sports broadcasters who are contributing to improved diversity, greater respect, equality between women and men, and peace and development initiatives within the world of sports media.



“I can’t imagine fighting your whole life for something to later be objectified, insulted or straight out ignored. It’s not fair. We owe our women athletes better coverage in the media.”, says David Martin Angelus, Creative Director BETC.

All content is made available rights-free for radio stations and other media for broadcast on and around World Radio Day. Find all audio packages at the World Radio day website: www.worldradioday.org (audio in English, French, Arabic, Chinese, Russian and Spanish).

“Whenever media tends to cover women’s sports, they do all the fluffy nice stories, but we want the media to critique performances. Be analytical – something that the media and journalists are with the male side of the game.” – Lisa Sthalekar, top cricket commentator. Find the radio package here.

“Some criticism does come my way. They say, ‘girls are supposed to take care of their houses’ or ‘girls are supposed to make rotis. What are girls doing in sports on screen?’” – Fazeela Saba, a leading sports broadcaster from Pakistan. Find the radio package here.

“For the first time in our country’s history, everybody in South Africa was a World Cup winner. The media was central in keeping people informed on this journey. And especially radio, because in the far outlying rural areas of South Africa – the townships – people would just have radio. They would be glued to the radio listening to the matches and results.” – South African rugby legend Francois Pienaar. Find the radio package here.



RADIO

CLIENT UNESCO
CLIENT MANAGEMENT 
Mirta Lourenco, Belinda Gurd, Tim Francis
AGENCY BETC
AGENCY MANAGEMENT 
Solène Lecomte, Emmanuel Munk
CREATIVE DIRECTOR David Martin Angelus
ART DIRECTOR Romain Ducos
AD ASSISTANTS 
Olga Alonso & Joaquim Aubele
COPYWRITER Chrystel Jung
TRAFFIC Kemi Zinsou
SOUND PRODUCTION La-Bo
DATE OF RELEASE 13/02/2018

FILM

CLIENT UNESCO
CLIENT MANAGEMENT 
Mirta Lourenco, Belinda Gurd, Tim Francis
AGENCY BETC
AGENCY MANAGEMENT 
Solène Lecomte, Emmanuel Munk
CREATIVE DIRECTOR David Martin Angelus
ART DIRECTOR Romain Ducos
AD ASSISTANTS 
Olga Alonso & Joaquim Aubele
COPYWRITER Chrystel Jung
TRAFFIC Kemi Zinsou
TV PRODUCER Anne Sophie Touveron
SOUND PRODUCTION La-Bo 

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Carlsberg Enlists Six Brits to Build the World’s First Waterfall-Powered Pub



In a world first, Carlsberg teams up with creative agency, Fold7, and production company, Armoury, to launch a waterfall-powered pub off the back of a new four-part documentary series, ‘Build the Danish Way’.

With this new piece of branded content, Carlsberg opts for a non-conventional approach to the reality TV format to reimagine the beloved British institution with a unique Danish twist. The brewery giant challenged six strangers to ditch their office desks for a once-in-a-lifetime adventure experiencing the Danish way of living. Camping out in the magical wilderness of Tintagel, North Cornwall, the cast of young professionals are tasked with building a waterfall-powered pub, from scratch, in just five days – despite having zero building experience between them. Throughout the week, the cast discover what it’s like to escape modern-day distractions as they swap their smartphones for hardhats and handsaws. The six individuals not only reconnect with nature but also uncover surprising truths as they overcome various challenges.



Carlsberg and Fold7 partnered with London-based production company, Armoury, to create four five-minute films that immerse viewers in the cast’s fascinating and wanderlust-inducing journey. Shot in the mythical forests of Tintagel during summer, the visually stunning films transport the audience to a narrative that is, refreshingly, worlds away from our fast-paced daily grind. Equally original is the intimate but non-invasive way the documentary series portrays the six Brits’ stories developing.

Creative Director at Armoury, Jack Laurance, comments: “We’re all familiar with the idea of ordinary strangers competing in challenges but we wanted to add a unique spin to the Carlsberg films - taking the reality TV format and subverting it to give the series more weight and sincerity. To achieve this, we shot the series cinematically, using anamorphic lenses. We also drew on slightly more surreal and whimsical elements. For example, for the big climax at the end of episode one where the cast come face to face with the build crew for the first time, we focussed on giving this encounter an almost otherworldly feel through the lack of dialogue, series of close-up shots, and the builders’ stylised wardrobe.”



“Similarly, we felt that the cast’s back stories deserved to be explored in a more nuanced and subtle way to the overly dramatic reality TV approach we’re so used to seeing. For example, there’s a moment where one of the guys opens up about experiencing loss – rather than magnifying it as a sob story, we decided to lens this quietly and tenderly in a style that was more in line with the campaign’s message.”

The cast of six was supervised by award-winning architect and Founder of New British Design, Ben Huggins. The carbon-neutral ‘Carlsberg Cabin’ pub is now available to rent on AirBnb.

Watch the entire 'Build the Danish Way' series.

About Armoury
Armoury Films is a Creative Production Company, formed in 2011. Between them, they have over 25 years experience working in branded content, advertising and feature films. An extended family of award winning creatives, directors and producers, Armoury makes films from scripts or from scratch working collaboratively with agencies and brands direct.

Credits
Advertiser: Carlsberg

Creative Agency: Fold7
Creative: Verity Messett
Creative Director: Ryan Newey
Agency Producer: Emily Rohan
Managing Partner: James Joyce
Senior Account Manager: Jono Craven
Account Manager: Jamie Craven
Titles Designer: Ben Gibbons
Art Department Designer: Ed Garland

Experiential Agency: Hyperactive
Executive Producer: Andrew Casher
Producer: Christine Cowin

Production Company: Armoury
Director: Jack Laurence
Producer: Matt Hichens
Production Manager: Billy Rowlinson
Production Co-ordinator: Katie Milner
Director of Photography: Jordan Buck
Camera Operator: James Rhodes
A Cam 1st AC: Alasdair Baines
Loader / 2nd AC / DIT: Josh Tilley
Camera Trainee: Maggie Stanczak
Camera Dept. Runner: Peter Davidson
Sound Recordist: Brendan Crehan
Sound Assistant: Marco Baldassarre
Runner: James Chatwin
Runner: Nat Willcocks
Drone Pilot: James Keith
Drone Op: Tom Hughes

Offline Editor: James Demetriou
Colourist: Tim Smith @ Electric Theatre Collective
Sound Design: Marcin Pawlik @ ENVY Advertising

Build Team
Ben Huggins
Hannah Huggins
Jon Wilcox
Miguel Fernandez
Toby Sharp
Fletcher Coney

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