Lux: Change The Angle – Redefining Media Coverage of Female Athletes for True Empowerment
Discover how LUX’s “Change The Angle” campaign is transforming media coverage of female athletes, emphasizing skill over objectification.
The growing global popularity of both professional and amateur female sports is a phenomenon worth celebrating. However, a critical issue persists in the way media covers these incredible athletes. Instead of spotlighting their remarkable sporting achievements, coverage often fixates on female anatomy through invasive angles and excessive close-up shots. This approach not only detracts from their skills and dedication but also undermines the empowerment that sports provide to participants.
As a beauty brand committed to combating everyday sexism, LUX has taken a stand. In collaboration with Wunderman Thompson Singapore, LUX launched the “Change The Angle” initiative, a campaign designed to raise awareness and spark conversation about this issue among broadcasters and audiences alike. By working with Volleyball SA (South Africa) and sports broadcaster SABC, LUX set out to flip the male gaze back on itself, emphasizing the need to focus on female athletes’ prowess rather than their physical attributes.
The Bold Initiative at the Durban Open
The Durban Open, held on April 15 and 16, brought together eight of South Africa’s top women beach volleyball teams. This live tournament, organized by the South African Volleyball Association, was broadcast by SABC, reaching an impressive audience of 19.7 million viewers. During the event, female players wore QR codes on their bodies, strategically placed on the areas typically targeted by objectifying camera angles.
When scanned, these QR codes directed viewers to a film produced by LUX. This powerful video features leading sportswomen urging broadcasters to “Change The Angle” and shift their focus to the athletes’ strengths and skills. The film also highlights disturbing statistics about sexist sports coverage, including the shocking revelation that “2500 pictures objectifying women were reported at the 2021 Olympics.” By presenting these facts alongside testimonials from female athletes, LUX’s film delivers a compelling call to action.
Flipping the Gaze
The “Change The Angle” initiative aims to reframe the narrative around female sports coverage. It’s about celebrating the dedication, skill, and hard work of female athletes, and ensuring that media representation reflects these values. The campaign culminates in six best practice tips for media on portraying female athletes:
Focus on Skill:
- Highlight athletic performance and skills, not physical attributes.
- Respectful Angles: Use camera angles that respect the athlete’s dignity.
- Empowering Commentary: Ensure that commentary uplifts and respects female athletes.
- Equal Coverage: Provide equal and fair coverage to women’s sports events.
- Inclusive Narratives: Tell stories that celebrate diversity and inclusion within sports.
- Audience Education: Help audiences understand the importance of fair and respectful coverage.
A Call to Action
LUX’s “Change The Angle” campaign is more than a marketing initiative; it’s a call to action for the entire sports community. Broadcasters, commentators, and viewers all have a role to play in reshaping the way female athletes are portrayed. By shifting the focus from physical attributes to athletic achievements, we can help create a more empowering and respectful environment for women in sports.
The support from top female athletes, sports commentators, and officials underscores the importance of this movement. It’s a collective effort to ensure that future generations of female athletes are celebrated for their talents and hard work, not objectified for their appearance.
As viewers, we can support this initiative by being mindful of how female athletes are represented and demanding better from broadcasters. By changing the angle, we not only change the way we see female athletes but also contribute to a broader cultural shift towards equality and respect in sports and beyond.
Credits
Agency: Wunderman Thompson
Brand: Lux
Campaign: Change The Angle
