POWER PROJECT

The Portrayal of Women Athletes in Sports Media.

POWER stands for The Portrayal of Women Athletes in Sports Media - a collaborative effort by six organizations across six EU countries.

Funded by the Erasmus+ Sport Program, this long scale project aims to reshape how women athletes are represented in media, promoting equity, inclusivity, and a fairer narrative in sports.

THEMATIC: Awareness Raising Campaign, Large scale projects, Communication Campaign , Social impact

WHAT WE DID: Communication strategy, Creative strategy, Production, Creative direction, Copywriting, Scriptwriting, Digital , Awareness Raising

Large-Scale EU Project on Sports Media & Gender Equality Industry • 2025 Year

Over 24 months, POWER SportsProject set out to challenge gender bias in sports storytelling.
Its mission: to foster equality, combat stereotypes, and inspire both athletes and media professionals to embrace diversity and fairness.
This large-scale initiative spans Greece, Bulgaria, Spain, Portugal, Italy, and Hungary, uniting organizations including ANCE (Greece), MUNDUS Bulgaria, UFEC (Spain), BAIS (Hungary), SEA (Portugal), and ISIDEM (Italy).
By fostering gender equality in the sports media landscape, POWER strives to dismantle stereotypes, inspire future generations, and create a more inclusive sporting culture that allows women to achieve their full potential.
How do you create one awareness campaign that speaks six languages - literally and culturally?
The goal: to open a public dialogue about women’s representation in sports, inspiring athletes to trust the project and sports organizations to adopt it as their own.
A campaign that feels local, sounds real, and moves across borders.
Design. Develop. Implement.
We built an awareness campaign adaptable across six countries - educating partners, defining strategic roles, and shaping one unified voice.
From campaign messaging and content strategy to podcast production and the hero campaign video, every element was crafted to engage, educate, and inspire action.
Creative Concept
“The Question Flip” became the campaign’s flagship.
A short film exposing everyday media bias: a male football player joins a live TV show after a big match - only to face the kind of questions usually asked to women athletes.
Emotions. Mental breakdowns. Hair. Family. Kids.
Suddenly, the imbalance becomes impossible to ignore.
A single scene. A flipped script. A powerful shift in perspective - inspired by real questions female athletes faced during the research phase.