VicHealth and Cummins&Partners Launch Campaign to Champion Gender Equality in Sport

Health Promotion Foundation VicHealth and Cummins&Partners have launched a new integrated campaign to encourage Victorians to support gender equality in sport.

Fronted by athletes Gemma Triscari (Cricket), Maddie Garrick (Basketball) and Darcy Vescio (Australian Rules Football), the campaign seeks to remind Victorians that sport is sport, regardless of who's playing it. And because sport should be inclusive, equal and respectful, VicHealth is encouraging all Victorians to change their attitudes and help #changeourgame.

To dramatise how long equality in sport might take, Cummins&Partners worked closely with the three athletes as they transformed to a future-self and asked: how long do we have to wait for women to have the same sporting opportunities as men?



Says Doogie Chapman, creative director, Cummins&Partners: "It's not every day that you get the chance to tackle an issue like this. Equality in sport is like equality in everything - people should be judged solely on their natural ability combined with how hard they're prepared to work for something. We're delighted to help VicHealth spread the word on this important topic."

Says Jerril Rechter, CEO, VicHealth: "With more women in sport than ever before, our game is changing, but we have a long way to go before our sportswomen have the same opportunities as men. This campaign is part of VicHealth's ongoing work in the gender equality space and we hope it will help change attitudes to change our game for the better."

The campaign, which includes print, PR, digital and social executions follows Cummins&Partners appointment to the VicHealth project earlier this year.

Client: VicHealth
Executive Manager Marketing & Communications: Stefan Grun
Manager, Social Marketing: Melanie Fineberg
Senior Campaigns Advisor: Emma Kershaw

Creative Agency: Cummins&Partners
ECDs: Jim Ingram and Ben Couzens 
CD: Doogie Chapman
Copywriter: Emma Borland
Art Director: Lucy Downs
Senior Account Director: Matt Chiodo
Account Manager: Priya Srivats
Director: Nigel Camilleri
Head of Television: Chris Moore

Photographer: Jay Hynes

Media: Dentsu Mitchell
Account Director: Trent Light
Performance Manager: Lucy Riordan
Client Service Executive: Jane Larkin

PR: Mango
Amanda Sheat
Head of Social Media: Penelope Lipsham
Account Manager: Caitlin Carey
Account Executive: Rebekah Fanner
Account Coordinator: Rosie Armstrong - Dwyer