On February 13th 2018, the UNESCO organized its 7th World Radio Day with the theme “Radio and Sports”, this in the context of the ongoing Winter Olympics. Audrey Azoulay, Director General of the UNESCO, took this opportunity to call for a more equitable media coverage of female athletes. Indeed, only 4% of today’s sports content in the media is devoted to women’s sport.

As part of the campaign, radio stations across the world were able to download two series of ads, free of copyright and ready to use. A way to pay homage to the countless female athletes who’ve turned their sports discipline into a life-long battle, and yet have to fight each day against gender stereotypes as well as the lack of recognition of their athletic achievements in the media.

The campaign was launched with the help of radio associations around the world, and was therefore potentially heard by millions of listeners.  It was also shared on social media and relayed by a number of women’s movements, and notably by one of its leading figures: Cindy Gallop.