Dads for Daughters
Dads for Daughters is a portable campaign that can go in any sports
venue and honors 50 years since the passing of Title IX. It advocates for
continual equal representation of women in sports, specifically through
recruiting “Dads” to strengthen female sports presence and legitimacy.
Title IX, “Gives women athletes the right to equal opportunity in sports in
educational institutions that receive federal funds, from elementary schools
to colleges and universities” (Women’s Sports Foundation, 2021). The
campaign will be featured during sports games and afterwards for take
home merchandise.
The Components
Field Graphics
Electronic Messaging (Inside/Outside Sports Venues)
Take-Home Merchandise (T-shirt’s/Collector’s Cards)
Temporary Mechandise (Cups)
Title IX Poster
Venue Entrance
Created to inspire Dads, Uncles, Father Figures, etc., that have daughters, it is housed within indoor and outdoor sports venues such as Staples Center and Golden One Center. Below, it is shown how graphics in the Dads for Daughters campaign are displayed digitally on the outside of sports venues when crowds enter for games. Rendering the
slogan on the outside of venues will capture the attention of the public when entering the sports stadium.
Field Graphics
The Dads for Daughters campaign will be digitally displayed inside new venues such as the Sofi Stadium, promoting the new stadium and bringing awareness to women’s sports.
Giant graphics will be present and painted on the field in bold lettering. Motivational and powerful words will describes what daughters are on both sides of the field.
Electronic Messaging
The Dads for Daughters motivational words on the field will be digitally displayed on monitors during games for spectators to view. This will give an up-close and repetitive
system of messaging–whether before, during, or after the game. It will also contribute to accesibility of the messaging for viewers online.
T-Shirt
The Dads for Daughters T-shirt will be a take-home piece of merchandise from the game. The front of the shirt will feature the year in which women were given the right to equal representation in sports through Title IX in 1972, and the bottom will celebrate the upcoming 50 year anniversary of the passing of Title IX. The messaging of the t-shirt
further emphasizes that all athletes should be treated equal and that it’s vital that the significance of Title IX should never be forgotten.
Collector’s Cards
The Dads for Daughters collector’s cards were created for dads to give to their daughters to inspire them to get involved in various sports. The cards feature inspiring female athletes in sports that have supportive dads. This is rarely promoted on a large scale.
Each of the cards display unique facts about the female athletes featured and quotes from their supportive fathers.
Cups
The Dads for Daughters campaign message will be present within the venue, but ‘in your face’ a bit more when one is enjoying game day beverages. The cups are playful in nature, but also contain information about Title IX. The back of the game day cup will feature more personal text of Title IX information already present on the giveaway t-shirt.
This will prompt game day attendees to review information that they might not otherwise take the time to inform themselves of within a regular game setting.
Poster
The Title IX 50 Year Celebration Poster highlights key events in the progression of Title IX since it passed in 1972. It is cohesive and mirrors the back of the game day t-shirt so that
the Dads for Daughtes overall campaign message will be carried out through many different pathways.
In Summary
Dads for Daughters was inspired through personal experience in the world of sports and how men have the ability to support their daughters just as much as sons in a competitive sports environment. As a whole, inspiring dads to advocate for their daughters is essential to continuing women’s equal representation in sports. This audience holds a huge amount
of potential to not only continue equal representation of women in sports, but inspire young women to pursue whatever path they are passionate about in life.
