A central part of the SheAds project is the dedicated Women in Sport Visibility Campaign, led by the Ministry of Education and Sport of Albania (MES). This campaign directly addresses the underrepresentation and often stereotyped portrayal of female athletes, coaches, and leaders in the media.
Why a Visibility Campaign?
Research consistently shows that women’s sports receive significantly less media coverage than men’s sports, and when covered, the focus often shifts away from athletic achievement towards appearance or personal life. This lack of visibility limits role models for young girls and perpetuates inequalities within the sports industry.
The SheAds Visibility Campaign aims to challenge this narrative by actively promoting and showcasing the diverse stories and achievements of women involved in Albanian sport.
Campaign Goals:
- Set Good Practices: Demonstrate effective ways to increase and improve media coverage for women in sport, drawing on the research conducted within the project.
- Increase Visibility: Shine a spotlight on female athletes, coaches, and leaders in sport, particularly within the Albanian context.
- Challenge Stereotypes: Portray women in sport in a non-stereotypical and gender-sensitive way, focusing on their skills, dedication, and professionalism.
- Provide Role Models: Inspire young girls and women by showcasing successful female figures in various sporting roles.