International strategies and research reports, which aim to improve female participation, acknowledge that the shortage of female role models is a significant factor. 20x20 was originated and developed by the creative agency Along Came A Spider. It will showcase the range and breadth of Irish females involved in sport and sets out to create a measurable cultural shift in our perception of women’s sport so that it will be seen as something strong, valuable and worth celebrating. The campaign calls on the people of Ireland and all those involved in Irish sport and physical activity to get behind female sport in a concerted effort to increase media coverage, boost attendances and ultimately, grow involvement in female sport and physical activity by 20% by the end of 2020.
The 20x20 movement has gathered serious momentum since its launch. Recent research from Nielsen Sports found that 59% of Irish people believe that the media should do more to promote female sport, with 57% wanting to see equality in female and male sporting role models in media. In addition, 63% of people would like to see Ireland’s sportswomen become national heroes in the same way as our sportsmen. The initiative won 'The Gamechanger’ award for 2019 at Irish Tatler’s Women of the Year Award and the Sporting Innovation of the Year Award at the 2019 Irish Sport Industry Awards. We’re proud to have been nominated with AIG, Investec, Lidl Three Ireland, Along Came A Spider and The Federation of Irish Sport for three European Sponsorship Association Awards: Best Purpose-Led Sponsorship; Best Newcomer; and Gamechanger Award.