Choose your language

Choose your language

The website has been translated to English with the help of Humans and AI

Dismiss

Watch Her Win • An Innovative, Tech-Based Approach to Support Women Athletes

  • Client

    Pony Malta

  • Solutions

    Social CampaignsCommunity ManagementArtificial IntelligenceTech Services

00:00

00:00

00:00

Case Study

0:00

Our game plan: boost safety and recognition for women athletes.

Pony Malta is a malt-based beverage marketed toward teens and is well-loved for its mission to encourage teenagers to pick up healthy habits through sports. Unfortunately, the harassment and lack of safety that many women face discourages them from practicing in public spaces, making it difficult for them to participate. Hoping to close the gender gap in sports and help women feel safe, Pony Malta partnered with us to identify safe public spaces to train that are covered by video surveillance—and in turn use the resulting footage to increase recognition of up-and-coming women athletes through social media.

Providing a tech-focused approach for safety

  • Google maps view of streets with cameras
  • Google maps view of streets with cameras
  • A surveillance center with monitors
  • A camera view of a sports court with people playing
  • A camera view of a sports court with people playing

Organizing a nationwide push to ensure safe public spaces for women.

According to SOURCE, 38% of women in Colombia feel unsafe in sporting environments due to fear of violence or lack of security. We partnered with the Colombian National Police to identify hundreds of locations throughout the country that are monitored around the clock. We then invited women to train at these locations, which could be found on Google Maps in both major cities and less populated areas.

Broadcast highlights attracted scouts and fans to rising stars.

In addition to providing them safe places to train, we further supported aspiring women athletes by using AI motion detection to capture top-performing plays. This footage was broadcasted to viewers on Twitch, amplifying the performance of women athletes to fans far and wide. We also shared plays with professional team recruiters and Olympic committee coaches with the goal to kick-start new careers. Global amplification of these initiatives across Pony Malta channels attracted scouts and fans alike to get in on the action.

A group of girls playing basketball
A girl dribbling a basketball

Paving the way for inclusive athletics for all.

By giving women a place to train and inviting scouts to observe and engage, “Watch Her Win” not only served Pony Malta’s long-standing goal of promoting physical activity; it also creatively overcame societal barriers that stood in the way for women. This initiative, bolstered by a social campaign, highlighted the untapped potential of women athletes and paved the way for a more inclusive future in sports. But there’s still work to be done; in partnership with police and government, Pony Malta has committed to install more than 1,000 cameras in sports venues.

Results

  • 120 million people reached
  • 1,000+ athletes participated
  • 80% increase in perception of safety among women athletes in Colombia

Want to talk Innovation? Get in touch.

Hey👋

Please fill out the following quick questions so our team can get in touch with you.

Can’t get enough? Here is some related work for you!

Choose your language

Choose your language

The website has been translated to English with the help of Humans and AI

Dismiss