Run like a girl: Tackling gender bias
THE BRIEF
The University of Newcastle in NSW, Australia has developed a program to tackle gender equity.
The Daughters and Dads program is proven to enhance the physical and social-emotional well-being of girls.
It does this using fathers as the agents of change to improve their daughters’ physical activity levels, sport skills and social-emotional wellbeing.
THE SOLUTION
To tell the story comprehensively, we had to talk to representatives from all sides of the program – students, facilitators and dads.
The resulting campaign was rolled out on regional TV, podcasts and all University of Newcastle web channels.
For more information, see www.daughtersanddads.com.au
