Goals for Equality
ING
Overview
Football is the most popular sport in the Netherlands. In a country of 17 million people, 1.2 million people are a member of the Dutch football association. Unfortunately, the unequal position of women in society is starkly reflected in the sport, where women are consistently denied the same opportunities as men.
Together with ING, we are drawing attention to the difference in opportunities between men and women in football in a new campaign called ‘Doelen Voor Gelijke Kansen’ (Goals for Equality). These goals, distinct in design and purpose, serve as a powerful representation of the disparities that women face in the sport while emphasising the need for change and progress.
‘Goals for Equality’ is a simple idea that effectively communicates a complex message. It shifts perceptions with an empowering statement: there are just as many female as male talents in football, the only difference is… that they aren’t afforded the same opportunities.
