Refs for Change.
Moroccan rights group M.A.L.I. used the first female referees at a men's World Cup to tweet, in real time, the stories of women who broke into other male-dominated fields.
- Brand
- M.A.L.I.
- Agency
- TBWA\RAAD
- Market
- Morocco
- Region
- MENA
- Year
- 2022
The challenge
Qatar 2022 had the first women referees in men's World Cup history, yet the tournament's coverage centred on men, and women's achievements, and the violence many face, rarely make the news.
The idea
Each time Stephanie Frappart, Yamashita Yoshimi or Salima Mukansanga blew the whistle in a match, M.A.L.I. posted a tweet about a woman who had pioneered in a male-dominated field. Launched on 25 November, the first of the UN's 16 Days of Activism against gender-based violence, the tweets opened debates on women's rights and doubled as prompts to donate. The campaign linked the referee's whistle to the 'feminist whistle' some women carry to call for help.
Case study source: Campaign Middle East Source ↗
