IN EVERY REGION OF THE WORLD, FOOD INSECURITY AFFECTS WOMEN MORE THAN MEN. GLOBAL GENDER NORMS LEAVE WOMEN EATING LAST AND THE LEAST NUTRITIOUSLY. MOST UNDERWEIGHT WOMEN LIVE IN HOUSEHOLDS WHERE THE MAN IS NOT UNDERWEIGHT.
More than 1 billion women and girls around the world do not have access to the nutrition and healthy diets they need. And as their 50th anniversary approached, the Women’s Tennis Associate saw an opportunity to partner with the Gates Foundation to launch a donation campaign for women and girls across the globe. For us, the message was clear—50 years ago, women changed the game of tennis, and since then, they haven't stopped showing the world just how powerful healthy, strong women can be.
The WTA challenged gender norms. Fought for equality and opportunity. But it was always about more than just the game. They’ve worked for decades to pave the way for the next generation of women and girls to be the best they can be, on and off the court. Yet, that potential is directly impacted by their health and access to adequate nutrition.
Our campaign set out to leverage the power and profile of the WTA to drive greater awareness and increase commitments to women’s health and nutrition in its first year. Because healthy women and girls have the power to learn more, earn more, and change the game their families and communities too.
CONCEPT & COPY: LACEY GONZALEZ // ART: MATT PATTON // CD: STEPHANIE SULLIVAN