Panenka and Flekick guard women's rights
Panenka magazine and shin guard brand Flekick, in collaboration with FUTPRO, launch a revolutionary campaign to protect female football players and their babies.
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On the eve of the Women's Football World Cup, the prestigious magazine Panenka, the shin guard manufacturer Flekick, and the footballers' association FUTPRO, launched the Guard Your Rights campaign.
The spot was created by the agency Ogilvy Madrid, and directed by Greta Griniute through Mamma Team, to draw attention to maternity in women's football through creating shin guards that will protect the players and their babies.
According to the recent study presented by FUTPRO, which asked professional players about motherhood in football, 46% stated that they are concerned about getting pregnant due to the possible repercussions from their club. More than 60% are afraid that their contract will end and more than 40% think they would be discriminated against when playing. And most importantly, 100% believe that clubs need to promote changes and implement actions for reconciliation between family and work.
“The time has come for women's football to take bigger steps in important issues like maternity and to establish sustainable bases that allow players to have that peace of mind in such an important area for many women.
A woman's body is not the same as a man's. We need this gender perspective for women's football to reach its full potential. Actions like the one we have done with Panenka and Flekick help us give visibility to this problem that currently exists in the football industry and bring the public closer to the players' problem”, Amanda Gutiérrez, president of FUTPRO.
Credits
powered by
- Agency Ogilvy/Madrid
- Production Company Mamma Team
- Director Greta Griniute
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Credits
powered by
- Agency Ogilvy/Madrid
- Production Company Mamma Team
- Director Greta Griniute
- Post Production Metropolitana
- Music Chaco Music
- Sound Beat Music
- Chief Creative Officer Roberto Fara
- Executive Creative Director Juan Pedro Moreno
- Executive Creative Director Javier Senovilla
- Executive Producer Claudia Mayer
- Production Manager Andrea Gilirribo
- Editor Lluis Murua
- Creative Luis Contreras
- Creative Sandra Garcia
- Creative Raquel Garcia
- Creative Director Marc Xifre Martinez
- Creative Director Victor Vazquez
- Creative Lucia Perez Moreno
- Creative Marta Galan Jimenez
- Creative Maripaz Pascual
- Creative Elena Centeno Crespo
Credits
powered by
- Agency Ogilvy/Madrid
- Production Company Mamma Team
- Director Greta Griniute
- Post Production Metropolitana
- Music Chaco Music
- Sound Beat Music
- Chief Creative Officer Roberto Fara
- Executive Creative Director Juan Pedro Moreno
- Executive Creative Director Javier Senovilla
- Executive Producer Claudia Mayer
- Production Manager Andrea Gilirribo
- Editor Lluis Murua
- Creative Luis Contreras
- Creative Sandra Garcia
- Creative Raquel Garcia
- Creative Director Marc Xifre Martinez
- Creative Director Victor Vazquez
- Creative Lucia Perez Moreno
- Creative Marta Galan Jimenez
- Creative Maripaz Pascual
- Creative Elena Centeno Crespo
So, why shin guards? Shin guards are the only object that protects players on the field. The Guard your Rights shin guards will also protect them off the field. Hand in hand with the manufacturer Flekick, a model has been designed in which some of the necessary clauses to achieve an agreement that properly regulates maternity in football can be read.
A percentage of the sales of these shin guards, which can be purchased in specialised stores, will go to finance measures and projects that guarantee the protection of maternity in football.
The creators of the campaign, Marc Xifre Martinez and Victor Vazquez, creative directors of Ogilvy Madrid, underline “women's football is evolving very quickly, and we need that evolution to be in all areas. Unfortunately, motherhood has not been one of those areas of focus. With Guard Your Rights we want the organisations to listen to the players and reach an agreement that protects them when it comes to being mothers”.
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