To raise awareness about sexism in elite sport today, I created an integrated campaign.

This included posters, street art, ad-shels and a social media roll-out.

My design incorporated the vintage style of pin-up girls to highlight how old-fashioned our outlook on women’s sport is. I used current sports stars, but put a B&W and Sepia spotlight on them to convey how they are inherently affected by this sexism.

I chose misogynistic headers, reminiscent of vintage posters, to add shock value. The hashtag #BREAKTRADITION was used as the main tagline of the campaign.