Ahead of Lidl’s LGFA sponsorship announcement, we wanted conversations started online about how women are treated in sport. Despite devoting as much time, energy and commitment as men, women are not taken seriously. There are some pretty negative comments out there and we decided to tackle these head on. That’s when we created Ladyball – a spoof product, advertised as a real one. The campaign was led by digital channels and supported by PR, print, radio, editorial and on even TV! The campaign immediately went global, getting everyone talking, trending top place across the country for several days, and getting written about by press across the world.
Ladyball did exactly what it was meant to do – it ignited the conversation around women in sport.
We created Ladyball to ultimately change behaviours in order to be more supportive to woman in sport. Since the launch of Ladyball & Serious Support TV we have increased the profile of the game, increased engagement and attendance at the games, and The Ladies Gaelic Football Association now spend 50% of their week fielding media calls where before they were knocking on doors trying to get coverage.