During a recent gender and patriarchy training program, I delved into the topic of gender and mobility, specifically addressing how girls' participation in sports is often curtailed post-menarche. To gauge the prevalence of sports engagement, I posed a simple question: 'Raise your hand if you play sports.' As anticipated, only around 20% of girls and 75% of boys raised their hands. Which was quite expected.
While it's not uncommon to witness middle-aged men actively involved in sports, it's a rarity to observe young and middle-aged women pursuing the same path. This glaring disparity underscores the pressing need to empower more girls to participate in sports. Engaging in sports not only contributes to their physical well-being but also nurtures qualities such as competitiveness, resilience, and assertiveness — attributes that empower individuals to lead life on their own terms.
This week we have three ads for review which focus on the participation of girls in sports. This week we have three ads for review which focus on the participation of girls in sports.
It's heartening to witness well-established brands championing women in sports. Such messaging, over time, not only positively impacts international competitive sports but also encourages women to view sports as a pathway to good health and overall well-being.
What worked:
The ad implores parents and others to support girls in playing football, a sport traditionally considered unsuitable for them. It challenges the prevailing social perceptions and norms associated with girls and sports.
Gender Sensitivity Score (GSS): 3.5/5
The ad not only promotes basketball but also takes a progressive step by featuring women players and including both male and female voiceovers, breaking the stereotype that basketball is exclusively for boys.
GSS: 3.5/5
On National Sports Day, the SFA ad, set against an inspiring background score, promotes the message 'tu khel' (you play), encouraging people to engage in sports, whether on the international stage or in their local communities. While it showcases female athletes in various sports, it's worth noting the omission of middle-aged and elderly women in sports representation.
GSS: 3.5/5
Other films from the week:
GSS: 2.75/5
GSS: 3/5
GSS: 3/5
GSS: 2.75/5
GSS: 3/5
GSS: 3/5
GSS: 2.75/5
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