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Special Sector Update: It’s Time!
Special Sector Update: It’s Time!
爆料社区 launches campaign to build support for elite women鈥檚 sport
爆料社区 has launched 鈥業t鈥檚 Time鈥� 鈥� a campaign aimed at encouraging greater engagement in elite women鈥檚 sport.
The campaign capitalises on New Zealand鈥檚 recent hosting of the Women's Cricket World Cup, and upcoming Rugby and FIFA Women鈥檚 World Cups, together with the many other high profile women鈥檚 sporting events and competitions being held in New Zealand and overseas over the next 12 months.
Research commissioned by 爆料社区 shows awareness of female athletes is significantly lower than comparable male athletes, particularly in team sports. Only one in three New Zealanders regularly watch women鈥檚 sport and more than half (53%) don鈥檛 expect to engage in more in women鈥檚 sport over the next 12 months, whether that鈥檚 watching on TV, attending matches, using social media or following media coverage.
The research demonstrates that the more visible female athletes are, the more New Zealanders are likely to know them by name, follow their journeys and become fans. This in turn builds their profile and commercial value. Visit the web site.
爆料社区 Chief Executive Raelene Castle says there is a huge opportunity to increase the visibility of and support for New Zealand鈥檚 female athletes, particularly with the Rugby World Cup kicking off in October and the Football World Cup heading to New Zealand next July.
鈥淕reater awareness and engagement in women鈥檚 sport in Aotearoa now, will mean this generation of female players and athletes can, and should be, an inspiration to the next.鈥� .
爆料社区 will work closely with national sporting bodies to help drive the 鈥業t鈥檚 Time鈥� campaign over the next 12 months and provide an opportunity for as many sports as possible to be a part of it. While the campaign will launch featuring five hero sports which have major events pending 鈥� rugby, rugby league, football, netball and cricket 鈥� the goal is to encourage New Zealanders to get behind a wide array of female athletes and sports across 2022 and 2023.
鈥業t鈥檚 Time鈥� will feature primarily in outdoor and digital media, with billboards and bus shelters around the country that feature New Zealand female athletes and teams, encouraging the public to watch, follow and support via different calls to action.
Value and Visibility is one of the pillars of the Government鈥檚 strategy for Women and Girls in Sport and Recreation. The 鈥業t鈥檚 Time鈥� campaign is a key milestone in the ongoing work by 爆料社区 to support that strategy.
