FAIR AIR

Only 15 percent of media coverage is dedicated to women's sport.

We think that’s criminal. So we’re taking matters into our own hands and kickstarting a socially-led movement that’ll see more women’s sport injected into Aussie algorithms.

For the first time, we’ll use our own platform and influence to push more women’s sport content under the hashtag #fairair. How? Simple. We’ll put our media budget towards reserving social ad spaces and use them to help boost as much female sport content as possible. We’ll then encourage viewers to re-post the content in an effort to help reset Aussie algorithms.

Mary Fowler will be the face of the campaign and urge her followers to do the same.

Beyond social, L’Oréal will also pop up on FTA to offer insights, updates and weekly highlights in women’s sport – turning their TV ad space into a news segment. We’ll then become the first brand to sponsor ‘The Ladies League’ in Sydney – Australia’s first game-changing women’s only sports bar, which exclusively screens women’s games, live and loud.

Finally, this ever-growing yet consistently overlooked category will get the attention it deserves.