Somehow, it’s become acceptable for the media to judge women by their appearance instead of their accomplishments. And elite athletes are no exception.
So, they decided to confront media sexism head on with direct, powerful action. They’d do it when the whole world is watching, 24/7 in real-time. And they’d do it using the most damning content of all – the media’s own words.
Throughout the summer of 2016, uncensored media quotes about female athletes appeared on live digital billboards. On social media, SapientRazorfish fueled the conversation with real-time updates of the most outrageous quotes and data. Their message to the media was clear: we see what you’re doing, it needs to change, and we’re doing something about it.