THE PROBLEM:
Research revealed that boys as young as 5 years old are already stereotyping girls.
Real interviews produced soundbites like “Girls shouldn’t play football. They’ll end up in the kitchen anyway."
Real interviews produced soundbites like “Girls shouldn’t play football. They’ll end up in the kitchen anyway."
STRATEGY:
It’s not the boys’ faults.
They are not born with these views.
We, the adults, are passing down these stereotypes, even if unintentionally. Let's hold up a mirror to parents, coaches and teachers to highlight our responsibility.
They are not born with these views.
We, the adults, are passing down these stereotypes, even if unintentionally. Let's hold up a mirror to parents, coaches and teachers to highlight our responsibility.
IDEA:
The ‘How to raise a Sexist Boy’ masterclass. series of online ‘instruction’ videos from a fake parenting company that dramatizes the absurdity and gravity of teaching young boys these stereotypes.
We created a fake NCT like company and launched with these videos everywhere on Instagram and TikTok
When people went on the website,
we revealed what the campaign was all about
The website
Some of the incredible PR we've got
Some of the massive social sharing we've got
RESULTS
The campaign’s success led the Department of Education to include the Women in Sport resources on how to stop stereotyping in their guidance for all primary and secondary schools across the UK.
5M+
EARNED MEDIA
5 MINUTES+
EXCLUSIVE INTERVIEW ON SKY SPORTS
24M SCHOOLS IN THE UK
ARE NOW USING WOMEN IN SPORT GUIDES ON HOW TO STOP STEREOTYPING
EARNED MEDIA
5 MINUTES+
EXCLUSIVE INTERVIEW ON SKY SPORTS
24M SCHOOLS IN THE UK
ARE NOW USING WOMEN IN SPORT GUIDES ON HOW TO STOP STEREOTYPING