She's Electric
Australian surfing has a big problem, 1 in 3 surfers are women but only 10% of junior competitors are female. Historically judged on vanity metrics, most women can’t see a pathway to the top. If you don’t have the looks you don’t have a profile. Our solution, She’s Electric. Unearthing the future of women’s surf on performance not looks. Using data to fight sexism in Australian grassroots surfing.
Art Direction.
Results
75 unknown athletes unearthed
7.4 million Australians reached
20,000 live spectators
$1.9 million national media exposure
Broadcast live on Australia’s top networks
100% participation of Australia’s 750 Boardriders clubs
+6% increase in female participation
Awards
Clio Sport, She’s Electric, Creative Use of Data, Silver, 2023
Clio Sport, She’s Electric, Partnerships and Sponsorships, Shortlist, 2023
B&T Women in Media, She’s Electric, Best Ad Campaign, Shortlist, 2023
B&T Awards, She’s Electric, Best Use of Sponsorship, Pending Shortlist, 2023
Caples Awards, She’s Electric (PR), Bronze, 2023
Caples Awards, She’s Electric (Creative Use of Data), Shortlist, 2023
Caples Awards, She’s Electric (Integrated), Shortlist, 2023
