Support Womens' Sport Basin Reserve
Coverage of women’s sport in New Zealand is significantly under-represented. EightyOne and the organisation Support Womens’ Sport identified a real need to address this and a discussion around the Basin Reserve naming rights had come up, as the Basin needed funding to stay open.
Client
Support Women’s Sport
Year
2019
Role
Videographer
Video Editor
Art Direction
With
Alex Le
Clément Rebouillat
Kristine Gonzalez
Jeremy Hall
The EightyOne team
THE OPPORTUNITYRename the Basin
We decided to pour resources into a full-scale campaign to secure the naming rights to the Basin reserve with the proposed name Support Womens’ Sport Basin Reserve.
A mouthful right?
The thinking behind the name was to evoke conversation. It riled some diehard sports fans, it puzzled others. But people were engaged.
MY ROLEGet people buzzing about the basin
I was across the Content Marketing Strategy behind the campaign. I helped produce the launch video on PledgeMe, gathered all media sources that covered the campaign, and developed a campaign timeline, organising response pieces, videos with prominent sports people supporting the cause. I would post relevant content on Facebook, Twitter and Instagram, promote content to target audiences and utilise analytics to inform how we managed our presence online.
THE OUTCOMENational Media attention
The campaign gained nationwide attention. Media outlets from Three to Newstalk ZB were talking about it. Unfortunately we did not secure enough donations to get the naming rights to the Basin Reserve, but it did spark a massive conversation around Womens’ coverage in Sport and its lack thereof.
20 Media outlets
Picked up the story26% of people
who engaged thought the idea was ridiculous