One of the roles of the International Olympic Committee (IOC) is to encourage and support the promotion of women in sport at all levels, including increasing women’s participation in the Olympic Games. London 2012 was the first Olympic Games in which women competed in every sport on the Olympic programme and women accounted for 44% of all participants – a testament to the work carried out by the IOC.
THE CHALLENGE
To highlight the International Olympic Committee's efforts encouraging women into sports, our brief was to provide a video package that would show the scope of this work, driving media coverage whilst maintaining their brand integrity. This was a truly global story with interest from all Olympic-participating countries. It was vital to provide a global distribution solution that would reflect the potential scale of its impact.
HOW WE HELPED
We formulated a production plan to film and interview four women athletes, two Qataris, one Bruneian, and one Saudi.
Drawing on our global resources, we provided producers and camera crews in the relevant countries, filming and interviewing the Qatari and Bruneian athletes in training. When the story became public that Saudi Arabia would send its first-ever woman Olympian to the London Games, we brought forward the planned filming to ensure that distribution would coincide with the breaking story, whilst simultaneously filming at the athlete’s Los Angeles training camp.
The video content was fed by satellite back to London, where it was edited and integrated with IOC archive material, allowing broadcasters to trace the history of women’s participation and achievements in successive Olympic Games.
