People/Biz

“LFG” doc team, P&G launch impact campaign for gender equality in sports

Everywoman Studios and Change Content are collaborating with Procter & Gamble to launch an impact initiative inspired by the Change Content documentary LFG, focusing on gender equality in sports. LFG, an ...
December 3, 2021

Everywoman Studios and Change Content are collaborating with Procter & Gamble to launch an impact initiative inspired by the Change Content documentary LFG, focusing on gender equality in sports.

LFG, an HBO Max and CNN Films feature documentary which premiered at this year’s Tribeca Film Festival, covers the U.S. women’s national soccer team’s battle for equal pay. The campaign around the film will feature LFG screenings and events, digital and social engagements, grassroots community outreach and more. Jessica McDonald from the women’s national soccer team, featured prominently in the documentary, will act as the campaign’s ambassador.

The campaign will also facilitate partnerships with organizations and nonprofits dedicated to supporting women and girls, on and off the field. Athlete Ally, Equality League, the Geena Davis Institute on Gender in Media, Step Up, UN Women and the Women’s Sports Foundation have all signed on as non-profit partners.

The campaign begins on Dec. 13 with actress Geena Davis and a virtual panel including athletes and LFG‘s producers and directors. The panel will include findings from the Geena Davis Institute on Gender in Media’s recent Sports Gender Bias Study, which found institutional bias at all levels of play from high school to professional sports.

“P&G recognizes that inequality in sports is representative of the challenges women still face in many workplaces today, which is why we are committed to supporting initiatives that help to level the playing field,” said Janet Fletcher, senior director, sports marketing at P&G, in a statement.

About The Author

Menu

Search