Dairy Farmers of Canada – Fuelling Women Champions
Canada’s Dairy Farmers belong to a very contentious industry. They came to us to help them combat negative perceptions by determining the best place to make a positive impact within the Canadian sponsorship landscape.
Our team learned that with 99% of sponsorship dollars dedicated to men’s sport, Canadian females are severely lacking the support they need to play. As DFC is a brand dedicated to health and nutrition, this area was a perfect place for their sponsorship dollars.
The Fuelling Women Champions program was developed as a five-year plan that would demonstrate DFC’s committed to a healthier future for Canada through their support of women and girls in sport.
Year one brought attention to amazing female teams across the country and got more fans in seats.
In year two, a $100,000 grant helped 20 female athletes at all levels play the sports they love.
Year three focused promoting the Champions Fund and educating on the lack of encouragement and support young girls receive to pursue sport into adulthood.
To promote the fund we were asked to develop an activation that would be executed at Fuelling Women Champions events throughout the year.
There are some truly inspirational and meaningful reasons to care about the advancement of women in sport, so we used our space to educate Canadians on the status of the industry, motivated them to get behind the cause and armed them with the tools to do so.
Champion’s Fund recipient videos played, eye-catching tent walls were designed with relevant infographic stats and DFC Brand Ambassadors truly were that - ambassadors for our cause.
Once our target was educated, we armed them with #ChampionHer Power Apparel - their choice of t-shirt or tank printed with a power statement that speaks to the status of the industry, and more importantly, one they connected with personally.
Our experiential activation was (and continues to be) a huge success in educating people on the lack of support for females in sport.
It's our time to stand together in solidarity. It's our time to march. It's our time to #ChampionHer
Jessica Tobin: Writer/Concept
Emily Hill: Art Director/Concept
Kevin Burke: Producer/Director
