If you have a young daughter, were a young girl once or know of a young girl now then pay attention to this campaign. The Australian Netball Diamonds have teamed with Samsung to encourage us to rethink our role models.
Through many personal stories the mini-series “Rethink Role Models” is challenging us as an audience to acknowledge female athletes; to understand their battles and their sacrifices. It opens our eyes to who our role models are behind their success.
Many aspiring female athletes look up to the Diamonds and this campaign celebrates the amazing women in the team with an aim to drive a conversation focused on positivity.
“Our Diamonds demonstrate courage, skill and dogged determination, with the utmost respect for their teammates and opposition alike,” Chief Executive of Netball Australia Kate Palmer said in a release. “With 1.2 million Australians currently playing netball, we hope our Diamonds’ values and personal stories will inspire young Australians.”
The mini-series consists of five personal videos, in addition to the main one above. You can find them here.
Empowering female sports videos are becoming very popular in the advertising landscape. Many brands are associating themselves with strong female athletes and promoting women as tough athletic role models. Media is progressively changing the way it represents women in sport.
Other campaigns that deserve a mention from over the past few years are the two Like a Girl campaigns. One came from Always in 2014 and is called #Likeagirl. The other was from ANZ Championship Netball called Play Like a Girl. Both hit a chord with the public.
Two campaigns released in 2015; Nike’s Better For It and Sport England’s This Girl Can both tapped into a broader market, showing women that any female can take part in sport. Their campaigns were empowering for all women by proving that everyone should be involved in sport, even if they’re not elite athletes.
Watching these campaigns sends tingles through your body because finally change is happening for women's sport on a big media landscape. Online – reaching audiences the world over – is changing the way the public perceives sportswomen.
Sadly there’s still a long way to go. A video from podcast Just Not Sports this year showcased the harassment women in sport receive. In the video men read out mean tweets attacking female sports commentators, the tweets are brutally nasty.
While the video is still a campaign pushing to change the way women are perceived in sport it showcases the darker side of the industry.