Back in 2021, Ali Kershner posted a photo featuring the 2021 NCAA Men’s
Basketball tournament facility versus the NCAA Women’s Basketball tournament facility.
Her photo, along with many NCAA players’ IG reels & posts, showcased the
gender inequality issues that exist within the Association. Brands such as
Dick’s Sporting Goods, Tonal, and OrangeTheory reacted quickly by donating
equipment to the NCAA Women’s tournament. Fast forward a year and the
conversations on ways to encourage more gender equality continue. This article
talks about how Degree is launching a marketing campaign called the Bracket Gap
Challenge. Degree is currently working with a renowned WNBA player, Candace Parker, to
encourage fans to fill out a bracket for the women’s tournament. The sweepstakes will pick a random winner to receive $25K and Degree will also donate $75K
to a women’s athletic program in the winner's name. The campaign will not only bring awareness to
the NCAA Women’s tournament, but it will also support Unilever’s (parent company)
efforts around their Breaking Limits program.
In the article, Parker said “as a longtime advocate of equitable
investment, I’ve seen that opportunity is a key driver to equality – and there
is no opportunity without visibility.” Digital marketing will play a crucial
role in bringing issues like gender inequality more public attention and more
solutions like the Bracket Gap Challenge.
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