Misshaped Goals from ING Highlight Inequality in Football

In the lead-up to the 2023 Women's World Cup, ING is highlighting the disparity in opportunities between male and female footballers through the ‘Doelen voor Gelijke Kansen’ (Goals for Equal Opportunities) campaign. Developed by TBWA\NEBOKO in collaboration with Coopr and Initiative, the campaign creatively sheds light on the inequalities and challenges faced by Dutch girls and women in football, utilising specially designed goals to convey its message.

According to research conducted by ING, and carried out by Kien Onderzoek, an overwhelming seven out of 10 Dutch individuals believe that women's football still faces disadvantages in comparison to men's football. Additionally, over 60 percent of respondents feel that women's football deserves greater media attention. 

Doelen voor Gelijke Kansen (Goals for Equal Opportunities) 

The goalposts, with their distinctive contours, visually exemplify the heightened challenges and unjust barriers that girls and women encounter, necessitating their relentless perseverance to achieve success in football. These symbolic representations effectively embody the prevalent inequality within the sport.

The Goals for Equal Opportunities made their debut on Wednesday, 28th June, during a demonstration match featuring two mixed teams from Creators FC. The game took place at Jaarbeursplein in Utrecht, where the Goals for Equal Opportunities were utilised to amplify the message that 'Women's football deserves more.'

Ouassima Tajmout, a presenter, radio DJ, and program creator, shares her experience playing football, stating, "Regardless of one's talent or ambition, the reality for girls and women remains challenging when faced with opposition or unequal opportunities. I highly appreciate ING's initiative in addressing this matter. Every girl and woman in the Netherlands should not only have the freedom to dream about a professional career as a football star, but also have the means to accomplish it!"

The goals will embark on a summer 'tour,' making appearances as a featured item on the TV program Oranjezomer. Additionally, they will be showcased in the upcoming months at events such as the farewell match of the Orange Lionesses, various amateur associations, and Nations League matches.

Campaign Manifestations 

Alongside the demonstration match, Goals for Equal Opportunities will receive further exposure through TV (featuring Lieke Martens and Aniek Nouwen in prominent roles), outdoor displays, online platforms, and social media.

Yolanda van Die, the director of brand experience, marketing and communication at ING Netherlands, stated, "It is our ambition as a partner of the KNVB and Dutch women's football to contribute to equal opportunities for everyone on the playing field. Since 2010, ING has been the main sponsor of both the Dutch men's and women's teams. In 2020, concrete agreements were also reached with the KNVB, aiming for a 25% growth in female KNVB members to reach 200,000, and a 25% increase in female executives at amateur clubs." 

Hannah Sterke and Nina Mispelblom Beijer, creatives at TBWA\NEBOKO said, "Through taking bites out of the goals, we bring visibility to the unequal opportunities that women face in the football world. This calls for swift change."