There are few, if any, sponsorship campaigns that have had such a significant impact on Irish society as 20×20. A movement created by Along Came A Spider, underpinned by PR in its broadest sense, and enabled by a first-inmarket collaboration between five sponsors (Investec, KPMG, Three, Lidl & AIG), forever changed the cultural perception of women’s sport in Ireland. The campaign not only exceeded its original metrics of increasing coverage, attendance and participation in women’s sport by 20% by 2020, it truly altered how female sport is perceived.
Since 20×20 launched, 84% of the population are reading more about women’s sport, 61% more likely to support it and 76% regard it as cooler.
That all of this was achieved by a campaign entirely dependent on the actions of others is remarkable.
A limited budget meant almost no paid support behind any of our marketing and communication activity. Success was built on identifying that a broader cultural disquiet around the place of women in society had yet to fully translate into sport, using provocative and engaging digital content and 5 female sporting ambassadors who helped us build a hugely influential tribe. A campaign design through division into 5 chapters – each led by a different sponsor – pushed conversation by challenging a stereotype on female sport. Collaborations with sporting bodies, clubs, education, influencers & media at key moments in the cultural and campaign calendar reinforced the common purpose, uniting our growing tribe whilst fuelling the digital conversation and advocacy.
Finishing with an event – albeit virtually – cemented 20×20’s legacy as a catalyst for development of women’s sport in Ireland.