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.

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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

THEY SAID WHAT?

Susan Heymann

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Susan Heymann
Managing Director – Chugg Entertainment

Jane Cay

Hamish and Square Fish brought a high-level of creative vision, combined with a thoroughly professional approach to tell our brand stories in a sophisticated yet accessible, witty way, time and time again.

Jane Cay
CEO – Birdsnest

Murray Pope

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Murray Pope
Bounty Concepts, Marketing Strategy

Owen Craig

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Owen Craig
Director Corporate Affairs – Bite Communications

Sam Bell

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Sam Bell
Tinlegfootn

Danny Nozell

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Danny Nozell
Manager – Dolly Parton and CEO, CTK Management

Dolly Parton

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Dolly Parton

Claire Dunne

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Claire Dunne
Editor Graziher Magazine

Pamela Tyers

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Pamela Tyers
Communications Advisor – CSIRO

Genevieve McDonald

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Genevieve McDonald
Brightlands Station, Cloncurry

Tania Ward

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Tania Ward
Snowy Hydro